Branding definition

From: Nick Wreden <nick_at_fusionbrand.com>
Date: Tue 25 Feb 2003 08:05:30 -0600

Any definition of branding that does not include the words "customer" and
"profitability" is not worth the ink that's used. "Customer" is important
because they -- not companies -- define brands, and establish the basis for
accountability. Profitability is key because that is the whole point of
branding. Any definition that relies on "seeing," "perception" or
"positioning" is worthless because there are no quantifiable benchmarks to
measure performance. Without those measurable benchmarks, resources are
wasted, and debate inevitably degenerates into opinions that vary.

Nick Wreden, MA, MS
Author, FusionBranding: How To Forge
Your Brand for the Future
Selected as a "Best New Business Book"
Brand futurist newsletter: info_at_fusionbrand.com
http://www.fusionbrand.com
http://www.amazon.com

"Because its purpose is to create a customer, the business
has two basic functions: marketing and innovation. Marketing
and innovation produce results; all the rest are costs."
-- Peter Drucker






Received on Tue Feb 25 2003 - 08:05:30 CST