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is largely the difference between heaven and hell.

Much of the difference between what is heaven and what is hell is branding.

is about striking emotional chords with consumers, cultivating identity, attachment, and trust to inspire customer loyalty.

Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as “sophisticated,” “desirable,” “innovative,” “friendly,” and “trustworthy.”

is what adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. Thus, it is the humans who must ultimately provide it.

Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.

is, in the end, human. Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.

Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.

is not etched in stone. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.

The thing about branding is it isn't etched in stone. A brand is a mark or an image or a perception we stamp on a product, a concept or an ideal, but it doesn't last forever. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.

is the art of becoming knowable, likable and trustable.

Branding is the art of becoming knowable, likable and trustable.

is essential in everything. If you are not a brand, you are a commodity.

If you are not a brand, you are a commodity.

's key is to focus on a limited number of issue areas and develop superb expertise in those areas.

The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.

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