In my second post of this series, The Brand’s Reason for Being, we justified the brand, but failed to discuss its elements – so let’s cover that in this post.
“Brands have always been about the relationship between product and user.”
Shelly Lazarus (2002)
Creating Powerful Brands,
Business: The Ultimate Resource.
Cambridge, MA: Perseus Publishing.
“Differentiation is the most important concept in the creation of powerful brands.”
Paul Stobart (2002)
Creating Powerful Brands,
Business: The Ultimate Resource.
Cambridge, MA: Perseus Publishing.
“Presence, unlike ubiquity, is an image-management process that transcends rigorous systems of applications to focus on communication that is targeted, personal, and relevant always, without compromising the integrity of the overall identity. Presence expresses the emotional and sensory atmosphere that surrounds a brand.”
Marc Gobé (2001)
Emotional Branding.
New York, NY: Allworth Press.
3 responses so far ↓
1 The Brand Creation (Part IV) | Leading Entrepreneurship // May 1, 2009 at 8:21 am
[...] The Brand Elements (Part III) [...]
2 How I Lost Thirty Pounds in Thirty Days // May 3, 2009 at 11:26 pm
Hi, nice post. I have been thinking about this topic,so thanks for writing. I will definitely be subscribing to your posts.
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