While great brands are often household names with substantial brand-building budgets — and score high in “sex appeal” —the real secret behind a great brand is that it does something very simple. Great brands are single-minded and clear about what they promise. Great brands then deliver on that promise.
Once triggered, the Customer Buying Journey can be categorized into one of three modes, each of which tends to dictate the nature and complexity of that buying journey.
In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.
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Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm.
