5 "Foot" Steps to Creating Brand Appeal
I’m super passionate about the importance of Brand Humanization, that mix of culture, community and corporation which can create magic for employees and shareholders, or signal trouble, not only in the ranks, but in the larger world of brand reputation. There is so much happening in this arena right now. It’s very cool really.
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Why A Brand Matters
The promise, look, personality and attributes can eventually acquire a special patina of what I call “me” appeal. Buying a certain brand says something about the person who buys it. Apple has that patina. So does Prius. The booze and clothing businesses are filled with patina products: Cristal, Guinness, Ralph Lauren, Manolo Blahnik.
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The chart I made after listening to this inspirational speech from the very talented and wise Neil Gaiman.
Very useful advice for a soon-to-be freelancer.
