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Derrick Daye
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Derrick has spent the past 20+ years helping organizations release the full potential of their brands. His experience is as deep as it is diverse encompassing the disciplines of advertising, branding, sales promotion and public relations. Most notably he has worked with the White House Press Corps, Johnson & Johnson and the National Basketball Association.
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February 04, 2007
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Hello Derrick,
As a branding amateur, I'd appreciate a little explanation of this quote.
I was of the opinion that from the outset all companies are a brand, and that a more fitting quote would be something like, "We have to become a top brand..."
Posted by: David Airey | February 04, 2007 at 11:05 AM
Hi David, I agree. Will's quote would be more accurate if he had said 'We have to become a strong brand' or 'We have to build our brand.' The gem of his line is in the second part - 'There's no other way out.' Referring to the dead-end that is failure to build meaningful relationships with consumers. Clearly Will 'gets it' and I wish I could say the same of every CEO I meet.
To your thought on when companies become a brand - A brand is born with the first consumer opinion.
Posted by: Derrick Daye | February 04, 2007 at 12:31 PM