The Vital Difference Between Brand And Identity
Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why.
NEW THINKING
Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why.
I love this distinction by Martin Bishop between the brands we’re stuck on versus the one we’re stuck with. Brands we’re stuck on captivate us. Brands we’re stuck with hold us captive.
The hardest thing a brand can do is convince – to go against what people already believe and to ask them to believe something different.
Great products sell themselves. No they don’t. But equally, people don’t just buy brands either. Today’s customers are for the most part far too sophisticated and informed to buy generic-quality products with a nice or familiar name attached to them and a decent media budget.
Aegis Media has conducted an interesting experiment to identify the value of the number of “likes” a brand has on Facebook. Its basic conclusion is that a high number of likes do help improve brand perceptions. But that raises a chicken and egg question. Where do the likes come from in the first place?