~In general, it is much more important for a brand to focus on gaining the zealous support of its primary customers than it is to try to gain the business of a much broader audience. If the primary customers are “brand fans,” others will follow.
~Risk taking, innovation, breaking industry rules, products that over perform and services that exceed customer expectations strongly contribute to brand vitality. “Adequate,” “suffice,” and “good enough” are not a part of a vital brand’s vocabulary.
~The products and services that achieve the most “buzz” and that benefit the most from “buzz” are innovative, leading-edge, and of superior quality – often creating a new standard for customer experience.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
