Customers Control Your Brand

"Your brand is what your customers say it is."  This is the bold declaration of Charlene Li and Josh Bernoff, in their book, Marketing in the Groundswell (Boston:  Harvard Business Press, 2009).  They observe...

"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."

For more information about Exchange's magazine, books, and other products pertaining to ECE, go to www.ccie.com.

© 2005 Child Care Information Exchange - All Rights Reserved | Contact Us | Return to Site