Jerry Selitto

Branding is a very complicated concept. There’s brand recognition, and then there’s brand experience. And the real key is brand experience. When we’re talking about whether we’re cross-selling or outsourcing, the important element is that brand experience, and that brand experience has to be consistent.

Robert Fisher

brand relationships are useful because they help reduce the risk associated with purchasing decisions and help us create and communicate our identities to others.

Lucas Conley

Bill Schley, author of Why Johnny Can’t Brand (Portfolio, November 2005), says branding “is not what you say but what you do.” But what a company does is already, well, what it does! To brand, in a corporate sense, is no more a verb than “to gorgeous.” A brand is a result, not a tactic. One cannot go about branding an organization or a product … [ Read more ]

Don and Heidi Schultz

In their simplest form, brands are the manifestation…of some type of relationship between the buyer and the seller…A “brand relationship” is some type of bond – financial, physical, or emotional -that brings the brand seller and buyer together. Thus, the relationship can be either deep or shallow. Rational or irrational. Long term or short term. Or any combination in between.

Scott Bedbury

Effective brand building requires making relevant and compelling connections to deeply rooted human emotions or profound cultural forces. Brands that establish themselves within the larger incredibly complex fabric that we call life will set themselves apart in a more meaningful way. Great brands understand the need to respect both the physical and emotional needs of consumers…Great brands transcend great products. They respect … [ Read more ]

Nicholas Ind

The primary function of brands is to reduce our anxiety in making choices. The very fact we are anxious indicates that we have freedom to choose. The more we sense we know about a product, the less anxiety we feel. When we know less about a product, then our uncertainty rises. The axiom is demonstrated by the correlation that exists between … [ Read more ]

Ray Podder

We are aware of many brands in our over-advertised existence, but they only become relevant when our current focus matches their offerings. Like how we notice other vehicles of the same make right after we buy a new car, brand relevance is often about our focus relative to time and place.

Suzanne Hogan, Eric Almquist, and Simon E. Glynn

Most electronic forms of interactions do not delight customers, but they have a great potential to destroy brand equity if they fail. For example, after 20 years automated teller machines (ATMs) do not please us very much, but they irritate us when they are down for service. While Web sites may provide some delight today, they will probably be the same as ATMs in the … [ Read more ]

Hugh Davidson

An organisation’s values reflect its beliefs and standards, while the brand values translate these into benefits for the outside world. They may differ but must be closely aligned.