define your brand with your customer This is the third of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. […]

define your brand with your customer This is the third of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. He predicted the end of branding as we know it. That said, there is still considerable merit in building a strong brand – whether it be personal, product, or corporate. So, how do you build the optimal brand? Apple is often cited as the world’s most valuable brand. Estimates put the tech giant’s brand value at A$200 billion. Put differently, if you wanted to buy Apple (and were able to do so) the ‘goodwill’ component of the sale price would be somewhere in excess of A$200 billion. The Apple brand has been built over many…