3 mistakes and 3 truths The fact is some developers really understand branding but most, including many of the bigger operators do not. I would argue that while they might think they understand branding, like so many business people they think branding is about: Attracting customers. Names and logos. Branding campaigns. I would argue that […]

3 mistakes and 3 truths The fact is some developers really understand branding but most, including many of the bigger operators do not. I would argue that while they might think they understand branding, like so many business people they think branding is about: Attracting customers. Names and logos. Branding campaigns. I would argue that in fact branding is about: Building value. Engaging purchasers Authenticity Communication attracts customers while branding increases the perception of value. Branding determines what the market will pay. Names and logos mean what we make them mean. Effective branding is all about reflecting consumer needs in all aspects of the product, pricing and communication. Branding should be effectively reflected in all aspects of the product, pricing and communication. Personally I see no reason for branding campaigns. I would argue that all communication should be retail in nature (although not necessarily price focused) highlighting the value through…