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” →