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What is your brand?



What does your brand stand for? What is your brand all about? What is your brand?
Ok. Fine. You say your brand stands for that. Why should I believe you?

Apple, the world’s fastest growing brand, stands for Innovation therefore everyone thinks Apple’s ‘cool’. Therefore Apple=Cool.

People can’t articulate innovation but they can say cool when they really experience ‘coolness’. Notice ‘cool’ comes from the consumer, not claims from the brand. Cool is the result of pure innovation.

Innovation stands at the core of the apple. They imbue that value into everything they do. That’s what makes Apple what it is.

So what is your brand experience?

  • Tert Rick

    Coming from a consumer perspective, the brand which gives me the deepest impression is Sony.

    From my experience, i can equal Sony with quality and versatility. It gives me the impression that when i buy a Sony product, i am guaranteed an experience of using a product that has a quality second to none.

    Hence the tag “This is Sony” still rings clear in my mind.

  • spiderbear

    I think a brand’s associations come from how consumers, not the brand owners themselves, perceive the brand. When consumers experience a brand they will come up with their own perceptions on that particular brand. And from there, based on the feedback of its core market, the brand owners can re-adjust their branding and marketing activities to fulfill that vision, which is, especially in the case of Apple, user generated. What’s important to look at where Apple is concerned is that there is a real platform on which they can build their story. If Apple DIDN’T try to break the mould by being different, or standing up against the might of the PC juggernauts, they would not have achieved the reputation that they have today, no matter how “cool” their advertising and branding is.

  • KenAsai

    I think a brand has passed the phase of being top of mind to consumers, the next phase would be to make it habitual or instinctive where thought does not come in at all but your body moves on its on volition. For me buying a pack of Dunhill’s no longer requires thinking i just do it. Yes it is an addiction, but addiction comes in many forms only going to a certain club, buying a certain brand of shoes or clothes. Because addiction comes from an action that you derive joy from.

  • Jason I WeeMin

    I think a brand has passed the phase of being top of mind to consumers, the next phase would be to make it habitual or instinctive where thought does not come in at all but your body moves on its on volition. For me buying a pack of Dunhill's no longer requires thinking i just do it. Yes it is an addiction, but addiction comes in many forms only going to a certain club, buying a certain brand of shoes or clothes. Because addiction comes from an action that you derive joy from.

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