Based upon extensive research, a brand needs to possess these three qualities to be a strong brand:
- Trustworthy
- Likable
- Interesting
To say this another way, a brand cannot possess one or more of these three qualities and still be a strong brand:
- Dishonest or otherwise lacking in integrity
- Unpleasant, unfriendly or disagreeable
- Boring
While this may seem obvious, it is important that you know where your brand resides on these three continua.
