The history of marketing is rife with examples of companies that betrayed their brand with a product that didn’t match with what the brand stands for.
Clarity of understanding of the essential traits of a brand allows the brand and its products to be clearly positioned in the mind of the consumer. This lends credibility to the product and allows consumers to experience the brand as it should be.
Consumers don’t buy brands because of their products. Consumers buy products because of their brand.
By clearly defining their brand, organizations reach a paradigm shift in their go-to-market activity, as they begin to sell a brand (and, therefore, an experience) and not a product.
A product fulfills specific requirement, but a brand fulfills an absolute need to belong, and offers intangible guarantees with a value well beyond that of the single product. (more ->)
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