5 Brand Development

Don’t flavor your brand plain vanilla. An effective brand has a likable or admired personality. It has added perfume. Likable ones could include McDonald’s, Budweiser, and Bloomingdale’s. Kids love McDonald’s with its premiums, especially the toys, and drag their parents with them. Bud is so likable it has the largest beer market share in the world. When women go into Bloomingdale’s in New York City they go star-crazy. Admired brands could include Apple, Cisco, Intel, and Neiman Marcus. If Steve Jobs ever wore a business suit, the company that makes those sexy products would lose its luster. Cisco and Intel are “out-chipping” their competitors. And who besides Neiman Marcus would have the gall to offer $250,000 Christmas presents? ...

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