I remember learning the golden rule that your brand only exists in you customer's mind. It does not exist in the upper left hand quadrant of a powerpoint deck and it doesn't exist in the CMO's corner office.
One could go further and say that it is the customer who actually creates your brand. I believe that branding is the act of a customer determining what they trust your product will deliver to them on a consistent basis. You may be able to influence what that determination will be through marketing, and you sure as hell have a role in ensuring you can deliver on the trust given to you. But at the end of the day your customer brands you.
They are the ones that choose your product over another.
They are the ones who use your product solely because they want to.
They are the ones who choose to love your product or tolerate it.
So, who is your brand manager?
We marketers have all heard this before. We've all talked about it. But how many of us act like we believe it?
No comments:
Post a Comment