Leading Entrepreneurship

In my fourth post of this series, The Brand Creation, we looked at how one might create a brand, we’ll look at the evolution in this post.

“Do your products communicate your key brand values? The most important values are:

An effective e-commerce site is one in which the various technical and design components all work together to generate customer interest, build trust, communicate product value, and support convenient profitable transactions.”

Various (2002)
Raising the Awareness of Business Brands,
Business: The Ultimate Resource.
Cambridge, MA: Perseus Publishing.

“Brands are not static; they have many facets to their personality. In order to build up and retain equity as a preferred brand in the mind of the consumer, a brand must evolve to stay connected to its target audience in its day-to-day, moment-to-moment existence. Brand presence at its best connects intimately to the consumer’s lifestyle. The challenge is to move a brand forward by understanding the consumer’s level of receptivity and sensitivity to a message at a given time and point of contact. In this regard, brands need to transcend a linear, primarily ubiquity-oriented mode of expression to connect with consumers emotionally in different ways at different times during the brand experience.”

Marc Gobé (2001)
Emotional Branding.
New York, NY: Allworth Press.