“We Want To Build Brand, Mark.”

“We want to focus on building brand, Mark.”

In nearly every introductory meeting with a new client, I hear executives utter similar remarks.

And they have no clue what they’re really saying.

In a 📚 I just finished (listening to), the author states that “a brand is a shorthand for the feelings that an experience of ours creates, the promises that a product or service brings with it.”

And this is precisely it.

👟 For example, if Nike announced that they were opening a hotel in, let’s say… Tillamook, Oregon (because I am going there next week; probably a terrible example of where they would consider opening such hotel), you’d have a pretty good guess about what it would be like. But, on the other hand, if Hilton announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like That’s because Nike truly owns a brand while Hilton simply owns real estate 🏨

Brand isn’t color(s), it isn’t a font, it’s not being known in a market, and it’s not the logo you spent way too long on.

Happy Fall!

Good things,

Mark

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