Chapter two. It’s the stories we tell

Why is branding important? Because people often choose products based on their perceived value rather than their actual value.

Think about the celebrity who drives an Aston Martin instead of, say, a Skoda, which is continually ranked “car of the year” in many European countries, and delivers much better mileage at one-tenth of the price. Sure, Skoda is the logical choice, but it’s Aston Martin’s identity that conjures images of luxury and status, and that usually clinches the sale.

Aston Martin

Photo by Jon Large


With the right branding, businesses can increase their product’s perceived value, establish ...

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