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Branding Basics

Brands And Relationships

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Brands And Relationships

People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal? The same things that maximize a person’s appeal – authenticity, honesty, integrity (that is, a congruence between thoughts, words and deeds), charisma, warmth, assertiveness, approachability, passion, reliability, originality, etc. And here is the thing that makes people and brands the most interesting. Each possesses a different combination of qualities that appeals to different people at different times.

The best brands will challenge and comfort and inspire and draw out one’s best and help one grow, just as the best human relationships do.

Branding, at its best, transforms organizations so that they are capable of creating, nurturing and sustaining mutually profitable relationships with people. And that is a very good thing.

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  1. Anonymous - February 21, 2007

    Branding Strategy Insider: Brands and Relationships

    People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal?

  2. PlugIM.com - February 25, 2007

    Brands and Relationships

    People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal?

  3. David Report blog - March 14, 2007

    How do you create an attractive brand?

    A brand is not more or less than an opinion in a persons mind. And if we hold this as true, everyone understand that having a good relation with your customers is paramount. How do you create an attractive brand then? Derrick Daye at Branding Strategy…

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