When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.
Sentiment: NEGATIVE
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.
Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.
Customers don't just want to shop: they want to feel that the brand understands them.
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
People think about their business instead of their products.
This is what Steve Jobs understood: Brands are defined not by the best thing on the product but by the worst thing.
I don't really like to call myself a brand, and I don't like to think of myself as a brand. I'm a singer, a songwriter, a musician and a performer. And an actress, and all the other things that I do. When you add it all together, some might call it a brand, but that's not my focus.
A personal brand is relevant to people who sell or create something relevant to who they are as a person. If you're not in that boat, which most people are not, personal branding makes no sense.
Marketers know - no matter how deep the emotional connection or brand loyalty - when a product does not perform, rational thought overtakes emotion, and most consumers make a new choice.
As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.