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

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Chapter 36. Your brand makes your company powerful, not the other way around

Companies are always interested in being the leader—in being a powerful voice in the market. Many times, companies believe the “power” is derived from its leadership and that ultimately it is the company that makes the brands powerful. Actually, that can’t be further from the truth. Consumers typically don’t buy companies, unless they are investing in the stock market. Consumers buy brands. Corporate revenues come from brands. Corporate profits come from brands. It is brands that make a company powerful, not the other way around.

Let’s imagine a trip to the Porsche car company. What would you see? You would see some manufacturing facilities—people ...

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