Management guru Peter Drucker explained that the purpose of business is to create a customer.
In contemporary marketing, your job is to create a repeat customer who will likely build a relationship with you and buy from you year after year.
To accomplish this magnificent feat, you must develop a brand.
A brand is a customer’s association with certain feelings and images a company represents, not simply a company name or logo.
You cannot create a brand alone because branding is a co-authored experience between you and your customers.
When a group of customers strongly associate your brand with a desired feeling, the brand has “equity” it can leverage to grow.