Many people think they know what a brand is. That includes major advertising agencies, however they actually don’t. What they do know is how to get and keep advertising business.
Real brands don’t need advertising. If they build the brand right, it grows on it’s own—with some water and tending.
People and companies think that a brand and branding are the same thing. Wrong. Brand creation is not about “branding”…or advertising…or for that matter…how much money you spend on it at all. A brand is about experience.
And not just the customer experience—but an experience that begins in the executive enclave, runs to the employees offices, carries into the company’s vendors, all the way to the customers. It’s a pervasive experience that begins within the DNA and seeps through every pore of everyone that touches it.
While there are lots of examples, Amazon.com is a most interesting one.
Do you how much Amazon.com spends on advertising or on branding other than their logo on their shipping boxes and some global philanthropy? I don’t personally know the real number, but in the grand scale of their share of the market it’s close to nothing. Check into it if you don’t believe me.
How can that be?
Simple. They understand who they truly are and they are that.
When you do that, gather the best and brightest who believe in you, then navigate your way through the maze of business, and stay the course. The reward? Simple. A growing brand and long-lasting success!
Don’t be fooled in spending a lot on branding and advertising. More important, invest yourself with real knowledge and then believe!
Written by W. Vito Montone
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