Sand castle construction and brand building have a lot in common. If the foundation isn’t solid, it doesn’t matter how strong the structure is. It’s going to fail.
NEW THINKING
NEW THINKING
Sand castle construction and brand building have a lot in common. If the foundation isn’t solid, it doesn’t matter how strong the structure is. It’s going to fail.
A marketing professional might answer the question “How do you value a brand?” by using surveys, market share, and other metrics to measure what marketers call brand equity—a concept linked to financial value.
The most famous brand archetype success of all time is also the most documented.
In his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results.
Our senses are constantly taking in a vast amount of data, such as the words on this page, the color of C3PO, the smell from the cup of coffee on your desk, the sounds of conversations around you (which we know we shouldn’t be listening in on, but which we can’t completely ignore).