"We have to become a brand. There's no other way out."
—Will Manzer, CEO, Eastern Mountain Sports
Sponsored by: The Brand Positioning Workshop
NEW THINKING
"We have to become a brand. There's no other way out."
—Will Manzer, CEO, Eastern Mountain Sports
Sponsored by: The Brand Positioning Workshop
2 comments
David Airey
February 4, 2007 at 11:05 am
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…”
Derrick Daye
February 4, 2007 at 12:31 pm
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.
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