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Brand Ideals

Brand Ideals

Brand Building On An Ideal

By

Brand Strategy Brand Ideals Jack Daniels

  • How well do we understand the people who are most important to our future?
  • What do we and our brand stand for?
  • What do we want to stand for?
  • How are we bringing the answers to these questions to life?
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Brand Ideals

Creating New Markets Through Brand Ideals

By

465_appleheadphones

On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70% surge in quarterly earnings … the latest sign that CEO Steve Jobs’s gamble on consumer gadgets is paying off.” To us, this view seems incomplete. We would argue that because it focuses on the “what” and not the “why,” the story obscures the leadership role Jobs played in brand creation. It does not explain how, in the vast and fiercely competitive market of consumer gadgets, Jobs won out over a myriad of very savvy competitors.

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