In 1977 intangible asset value were roughly comparable in value to tangible assets. By 2007 intangible assets were worth three times that of tangibles, reflecting our move to a post-industrial world where intellectual property and services drive the global economy...[that is the potential of your brand.] Source: Millward Brown Optimor analysis
A Brand is a Pledge, a Vow, a Guarantee, a Promise.
A Brand is a Hallmark of Trust.
“A brand is not a product. It is the sum total of everything a company [school] does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.” Scott Bedbury. An established brand is a living, breathing abstraction. The brand AT&T is the case in point. In 1984 AT&T Bell System ceased to exist. It was chopped up in 8 different units. After turbulent 10 years, SBC Communication (disruptive innovation at work) acquired the brand AT&T and re-established the brand in it's former glory.
A Brand Promise is supported by Positioning, Communication and Operation.
A Brand is a Pledge, a Vow, a Guarantee, a Promise.
A Brand is a Hallmark of Trust.
“A brand is not a product. It is the sum total of everything a company [school] does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.” Scott Bedbury. An established brand is a living, breathing abstraction. The brand AT&T is the case in point. In 1984 AT&T Bell System ceased to exist. It was chopped up in 8 different units. After turbulent 10 years, SBC Communication (disruptive innovation at work) acquired the brand AT&T and re-established the brand in it's former glory.
A Brand Promise is supported by Positioning, Communication and Operation.
- Establish what you want your Promise to be.
- Create an Expectation in the Customer's Mind of what the Promise is.
- Deliver beyond that Expectation. Reinforcing Trust is Vital.
The Key: Do Not be Afraid to Stand for Something. Take a Position. In today's flat world, the brands that will succeed globally are the brands that represent an ideal, that transcends beyond the functional, appeals across products, categories and culture.
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