In daily practice, the word brand stands as a surrogate for the word reputation. In fact, your brand acts just like a person. When you know a person's reputation, you can predict his or her behavior. You know what that person is likely to do or say-or not do or say-in any given situation. Your brand works the same way.
Of all the things that your company owns, brands are far and away the most important and the toughest. Founders die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand loyalty is the only sound foundation on which business leaders can build enduring, profitable growth.
The greater your command of brand loyalty, the less you must worry about price sensitivity and competitive promotions-and the less you must pay for marketing.
When you look at a strong brand, you see a promise.
Sometimes you get more creativity when you're in a box than when you can do anything. In really difficult situations, sometimes, you get the most interesting thinking.
Titanic got 14 nominations one per lifeboat.
