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Successful brands understand that the
consumer owns the brand, and the
value of your product, message or service comes only at the time
of purchase. Only then do they buy into your brand. Only
then do they become advocates.
But keep in
mind, this advocacy - the single most powerful marketing solution
known to man will only come after the sale. Did they
get what they were promised? Did you remain true to your brand
position? Did they become customers for life?
Questions to Ask
. What "mental real estate" is yours to own?
. What emotions does your company or product evoke?
. What differences may
you or your business authentically claim?
. Why should we care?
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