Brand Truths

Brand truths …

1. Managing brands is not common sense

2. No one loves your brand as much as you love it

3. The brand is not owned by marketing; everyone owns it

4. Making more by doing less

5. Does your brand keep its promise?

6. Price is the communication of the value of your brand

7. Brand personality is the emotional connection with your brand

8. Does your sales force know the difference between a product and a brand?

9. Beware of the discounting minefield

10. Packaging protects your product; great packaging protects your brand

11. Brand management is association management

12. The retail experience is the brand experience

13. Corporate ego: Danger ahead

14. Brand metrics: Best measure of success?

15. Customer complaints are a treasure

16. Brand stewardship begins at home

17. Market share doesn’t matter

18. Avoid the most common segmentation mistake

19. Public relations and damage control: The defining moment

20. Focus equals simplicity

21. Marketing is courtship, not combat

22. Don’t sacrifice brand focus for sales

23. The medium is not the message; the message is the message

24. Brand development and the small business

25. Imitation is an ineffective form of flattery

26. Positioning lives in the mind of your target customer

27. The value of brand loyalty

28. Quality is not an effective branding message

29. Effective use of celebrity endorsers: The fit’s the thing

30. Brand-building consumer promotion

31. Advertising built for the long run

32. A service brand is a personal brand

33. Is your brand the best at something? If so, be satisfied

34. Great positionings are enduring

35. Effective branding begins with the name

36. Your brand makes your company powerful, not the other way around

37. Be consistent but not complacent

38. Is your brand different? If not, why will someone buy it?

39. The three M’s of taglines: Meaningful, motivating, and memorable

40. Customer service is the touch point of your brand

41. Smaller...