Brand Building | How to compete in a free info-fueled world

I love this brief video from Forbes which essentially talks about the importance of companies’ understanding their USP, how to compete with a world full of free information. Also how to deal with understanding the meanings that customers attach to your products and services.

All this is in fact the Art + Science of BRANDING that I’ve been advocating all these years, where it comes down to just a few fundamental activities:

  • The understanding of customer’s meanings to a brand.
  • The management and optimization of these brand meanings that any brand-builder must understand and incorporate into both their brand and business strategy.
  • The crucial importance for any brand-builder to understand your true identity (what you stand for; why are you here; who you appeal to, etc.)  and incorporate that into a clear and distinctive brand positioning that separates you from your competition.
  • The role of culture in impacting the customers’ meanings.

The video also talks about the importance of positioning.


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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