Brands are all about trust. That trust is built in drops and lost in buckets.
Sentiment: NEGATIVE
I don't believe in brands.
Positioning the brand and regaining trust are all smart things for us to do and those are the litmus tests for any decisions we make.
Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.
I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.
As I said, I haven't spent a lot of time thinking about partner brands.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
I think there are very few brands with a person's point of view behind them.
The strength of brand loyalty begins with how your product makes people feel.
Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.