What Great Brands Do - 7 Highly Successful Brand Habits
#2- Great brands avoid selling products. While most companies obsess about their products, brands are about emotional connections. "Just do it" was Nike's call that connected strongly with athletes, spelling out nothing about the products the company sold. While competitors tried to provide more innovative products, Oregon-based Nike brilliantly embraced the values and aspirations of athletes.
#3- Great brands avoid trends. While many companies leap on trends, the best brands know what they are about, even if they sometimes challenge trends. They lead change , anticipating and advancing cultural movements.
#4- Great brands don't chase customers. Brands with integrity and self-confidence can use magnetic appeal to attract customers. Brands attract customers by staying true to its identity.
Francine A. Author
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