"The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I've never been particularly good at numbers, but I think I've done a reasonable job with feelings. And I'm convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms." ...
People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal?
It was first articulated by Naomi Klein in her 1999 book, No Logo: Taking Aim at the Brand Bullies. It later manifested itself again as a full-page ad in the Wall Street Journal. The ad read:
The second most important thing to know about building winning brands is that your brand’s identity must be frequently and consistently presented.
If it hadn’t gone down, the Titanic might have gone up in smoke.
