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Anyone with responsibility for building a brand needs to be creative, intelligent, innovative, venturesome, nurturing, disciplined and service focused. Brand builders have three primary tasks:
1. Embody the brand itself. The expressions of the individual must
align with the core purpose and values reflecting the brand.
2. Challenge convention. Keep the brand fresh by questioning what
has become the status quo.
3. Continually search out what makes the brand unique. Customer
preferences, competitive frameworks and market conditions are
incredibly dynamic. Renewing and refreshing the brand ensures
continuing relevance, differentiation and credibility. Brand
managers must determine what cannot change and what
must change.
"An idea is salvation by imagination."
Frank Lloyd Wright
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