O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 4. Making more by doing less

The most fundamental goal of branding is to generate profits for the brand holder. Every decision should be evaluated through the lens of profitability. Brand development is not about brand awareness, not about sales volume or market share, and not about how cool your brand is. Brand development is about the long-term profitability of your brand.

Ironically, your business can be more profitable by doing less—focusing on a few things and doing those few things very well. But you must avoid the temptation to grow for the sake of growth; you must put aside personal or corporate ego that buys into the ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required