Successful Brands Are …
Successful brands are many things. To appeal to customers, organizations must be credible, with actions that are in alignment with their messaging. There must be no disconnection between what a brand promises and what it delivers.
A brand must be meaningful, with specific relevance to customers’ lives. Successful brands are unique, with a distinct identity in the marketplace. Successful brands are holistic, meeting customers’ needs on multiple levels. Successful brands are sustainable, engaged in business practices they can maintain over the long term.