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.
The Sub-Brand Trap
The trap looks like success. The firm is good at the thing it was named for, good enough that it has earned the right to do more. A tax practice wants to move into advisory. A product company wants a second line.
The Repositioning Window
Every brand gets one window to reposition cleanly. Most firms find out it existed only after it closed.
Becoming a Category Outlier: 3 Industries Begging for a Challenger Brand
Three industries have a problem: everyone looks exactly the same.