Few attributes are more essential to a company’s success than strong, positive brand recognition. How the world perceives a company’s brand can spell the difference between a strong, thriving industry leader and an also-ran.
But the old ways of branding have fallen by the wayside. At one time, companies touted themselves as better, bigger, newer. Today, your brand has to do a lot more than simply convey product superlatives. As the number of brands steadily increases, it’s not sufficient your brand is known; it must be known for qualities customers consider essential and meaningful in their lives.