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| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1426 |
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Always think brand. Brand has less to do with look and logos than it does with the way a customer experiences a company, product or service. If Fedex means one thing, it's certainty. Disney says it's great to be a kid no matter how old you are.
But as Joseph Benson points out, "We all know, buy and experience brands that have a great heritage...
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For some of us, it's Mercedes, Philips or Disney. For others, it is McDonalds, Heineken or Gucci. What makes these brands great, what they all have in common, is that they have had the time to build a meaningful and relevant past??a heritage."
How much do we care about taking all the tiny, seemingly insignificant and bothersome steps to painstakingly create a heritage that establishes value and builds customer confidence?
3...
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