What makes a brand?

Lest we forget:

I think we've typically thought about marketing as the creation of moments – communications, events, spectacles, launches, etc. Similarly, I think these moments make up only a very small part of the view customers have of a brand. Instead the vast majority of what informs a person's view of a brand is the day in, day out usage of the product/service.


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  • mazafer iqbal

    Great point. I would go further and say that what informs a person’s view of a brand is the totality of ways that the company and the person interact. In this regards it is not only the direct interactions but also the indirect interactions – what others in our social groups say about their experiences with the company.