During the years I’ve worked with various brands and brand managers, and have studied other brands to see how they’ve been developed, I’ve spotted some mistakes that brand managers make on a regular basis, which can often be the difference between failure and success
For brand developers, whether the brand should reflect its own corporate executives or the audience it’s trying to reach can be a tricky issue. The truth is that the brand personality needs to take many variables into consideration.
Loyalty is one of the most powerful forces in the universe. It’s also the brass ring in branding: There’s nothing more valuable, but it’s extremely hard to grab. Why? Because a brand-loyal customer is revenue in the bank – and a disciple on the street.
