Branding De-mystified

I receive a newsletter from MarketingProfs that’s consistently good. One of the articles from today’s issue talks about branding, that consistently confusing topic. It’s called How to Talk to Creative People About Branding by Steve McNamara. Check it out if you’d like to read it in its entirety.

Some highlights:

“Like a person, brands have relationships, and these relationships evolve, for better or worse, over time, and need to be constantly nurtured.

“Relationships can be divided into one of three stages. Stage one, you want people to notice and recognize you. It's like, 'Hey, here I am, look at me!'

"Stage two, you want to get acquainted, you want people to know you. 'You're going to like what we can do together.'

"And stage three, you want people to love you. 'This is such an important relationship, let's stay together forever.'

“And like a person, brands have visual characteristics, sounds, personalities, and ways of relating to, or interacting with, the audience.”

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