Great Brands Sweat the Small Stuff

What Great Brands Do - 7 Highly Successful Brand Habits
#5 Great Brands sweat the small stuff. Smart brands concern themselves with packaging, since that reflects what Procter & Gamble calls one of the first moments of truth with consumers. They also obsess about every point where the company connects with customers – touch points, as they are known – to ensure the brand is what they mean it to be.
6. Great brands commit and stay committed.
Top companies know what they are about and remain ruthlessly focused, not pursuing every possibility that might lead them astray.
7. Great brands never have to ‘give back’
Companies such as outdoor apparel company Patagonia carry out their operations with a sense of social responsibility, so they don’t need to develop “giving back” programs. “Giving back suggests that you’ve taken something that needs to be paid back to balance out your karma,” she says. Great brands are in balance with the world around them.
In the end, the premises she presents aren’t all that startling. But they do run counter to practice in many companies. By telling stories of successful organizations that apply the rules she offers, Ms. Yohn challenges readers to recalibrate their brand marketing.​

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