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A brand is a small word considering the big part they play in our lives. Brands are about our feelings; trust, pride, joy, excitement, security, love and even lust and greed. We love our brands and even join clubs to prove it; from owners clubs to fan clubs. Some brands are symbolic at defining our love or hate – ‘Marmite’ defines both ends of the spectrum. We use brands to describe ourselves and identify like-minded people. They are symbols of self-expression that we use to gain acceptance to a club or social clique. Throughout the history of mankind, we have used branding to mark out our territory and proclaim tribal membership.
In a fast moving society, we use brands as a shortcut to making decisions. Their reputation guides our choice in the process of selection. Today, every car brand offers the same basic benefits – trouble free transport with a warranty and a proven level of safety. But we are prepared to pay much more for kudos, style and status. Trust in the brand name means you don’t need to struggle with the details. A brand offers a barrier to competition. They position themselves first in the mind so that there is no alternative. In every walk of life there is a brand leader that offers something more than just performance.
This book explains what they are, why you need one, what they are worth and how to build one. We have illustrated the book with real life examples to help inspire you to create your perfect brand!