Brand Is the Aftertaste
People don’t always remembering your logo. They leave remembering the experience. How you made them feel. Apple made “premium” feel true through stores, packaging, support, and setup. The behavior matches the promise, so the brand feels real. How does the customers feel after they’ve left the room?
That’s your brand.
People remember experiences and feelings, not logos. How customers feel after leaving defines your brand.
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What Is Brand Architecture? The Org Chart of Your Portfolio
Brand architecture is the org chart of your brand portfolio. One food company argued about it for a year and could not name, launch, or hire until they settled it.
What Is a Brand ICP? Start With Who You Are Not For
A brand ICP, or ideal customer profile, is the narrow slice of the market you are built to win. The fastest way to sharpen yours is to run it backwards and name who your brand is not for.
What Is Brand Strategy? What Strategists Actually Decide
Brand strategy is a set of decisions, and the strong ones close doors. The strategist's real job is deciding what the company will refuse to do.