“A great brand is a promise, a compact with a customer about quality, reliability, innovation, and even community.”
Stephen B. Shepard
A brand is a promise. When a person thinks of certain top brands there are a few qualities that come to mind. Take Apple for instance. When I think of Apple I think of creative, innovative, easy-to-use, intuitive and elegantly designed technology. When a brand consistently delivers on their promise they are able to build stronger relationships with their customers, relationships that people identify with. A strong brand pulls people in so much so that people begin to identify themselves with the brand identity. Remember the old ad campaign, “Are you a Mac or a PC?” Those ads were so effective because the team at Apple knew there was a large group of people who defined themselves in some way by the computer they used, which in turn allowed Apple to build a community of fans.