So what's the bottom line? What really matters in building strong brands?
This is what matters:
- Creating an interesting and memorable identity and consistently presenting it over time
- Gaining deep customer insight through market research
- Owning a benefit that really matters
- Standing for something admirable or important
- Creating a compelling brand story
- Maximizing brand presence (through communication and distribution)
- Promoting brand buzz
- Anticipating customer needs and innovating solutions to those needs
- Paying attention to aesthetics
- Engaging consumers at different touch points
- Establishing brand metrics and managing the brand against those metrics
- Building on brand strengths while shoring up potentially fatal brand weaknesses
- Enlisting organization-wide understanding and support of the brand
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