CUTTING THROUGH THE BULLSHIT – 1 The word BRAND has been bandied around for years by advertising agencies to create the illusion of science and complexity. In truth creating a creating a great brand is not easy and the process of BRANDING can be complex, but there is nothing deep about the term BRAND Your […]

CUTTING THROUGH THE BULLSHIT – 1 The word BRAND has been bandied around for years by advertising agencies to create the illusion of science and complexity. In truth creating a creating a great brand is not easy and the process of BRANDING can be complex, but there is nothing deep about the term BRAND Your BRAND is essentially a summary of your market’s expectations of you Your businesses BRAND is a summary of the target market’s expectations of that business A product BRAND is a summary of the target market’s expectations of that product What your target market expects of you is your BRAND The process of managing that expectation is BRANDING Ask yourself: What do the people that matter to you expect of you? What does your target market expect of your business? What does your target market expect of your product or service? Clearly answering these questions in…