A brand has a sustained, meaningful difference
Or a difference that’s forgotten and allowed to erode
A brand is a fulfilled promise
Or a broken one
A brand is utility and innovation
Or the boring and safe, same old
A brand is the one time it failed
Not the many times it succeeded
A brand is its current advertising
Not the great advertising that may have gone before
A brand is the values of company executives
Not the values engraved on a plaque at reception
A brand is service calls handled promptly and courteously
Or service calls routed to India
A brand is made profitable through customer stakeholders
Not stockholders
A brand is why employees are proud of their job
Or hate it
A brand is the act of offering non-customers deals to switch
While offering current customers nothing
A brand is policies to make the company more efficient
While making customer’s lives less convenient
A brand can be built or broken
Not by advertising
By the people managing it
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