The one thing branding can’t do

We are planning a branding expertise this week and in the spirit of all good workshops the moderator sent us some pre-work (AKA homework if you ask my kids). One of the questions were:

What are your thoughts on what makes some brands inspirational while others struggle?

In order to answer the question, I listed the brands I like: Apple, Amazon, Virgin Atlantic, SPG and Facebook to name few. When I thought of these brands, I found one thing in common: All are brands I like talking about with my friends and colleagues. A great brand is one that its target audience wants to speak about.

Why does it matter to my branding exercise? Continue reading “The one thing branding can’t do”

The one thing branding can’t do