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Customers Control Your Brand
December 22, 2011
One of the tests of leadership is the ability to recognize a problem before it becomes an emergency.
-Arnold H. Glasgow
-Arnold H. Glasgow
"Marketers tell us they define and manage brands. Some spend millions, or hundreds of millions, of dollars on advertising. They carefully extend brand names, putting Scope on a tube of toothpaste to see what happens. We bought this brand they say. We spent on it, We own it.
[Wrong]
"Your brand is whatever your customers say it is. And in the groundswell where they communicate with each other, they decide.... The company in this sense is a tool to create value for the brand. Brand in this sense, lives outside the company."
Exchange offers two marketing products by Julie Wassom:Exchange Books on CD contain text files in PDF format for viewing on your computer.
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ExchangeEveryDay is the official electronic newsletter for Exchange Press. It is delivered five days a week containing news stories, success stories, solutions, trend reports, and much more.
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