Author: Ellen Dohm
Without branding a typical mother/son conversation may sound something like this… Oh, littleJohnny here’s a facial tissue to wipe those tears away. Let Mommy put an adhesive bandage on your cut and since you’ve been such a brave little boy you may have a caramel colored carbonated beverage as a treat. What?!? I don’t think so! It would more likely be – Oh, little Johnny here’s a Kleenex to wipe those tears away. Let Mommy put a Band-Aid on your cut and since you’ve been such a brave little boy you may have a Coke as a treat. Kleenex, Band-Aid and Coke have branded their products to the point their names are interchangeable with the product. Consistent, strategic branding leads to strong brand equity.
How do you go about defining your brand? Check back in the next few days – we will be discussing the how, what, where, when and to whom you plan on delivering your brand message.