brand

Brand and product don__ compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.

People change, and so do their aspirations, and so should brands.

So, you don__ have money to invest in your brand? You do have money for damage control, right?Here__ the thing: anyone can make your brand inferior in your absence.

People relate to people, and if your brand feels like people, they__l relate to you, too.

Positioning is finding the right parking space inside the consumer__ mind and going for it before someone else takes it.

Make sure you test your brand story__ recipe with whomever you__e cooking it for.

Brands play in an exciting sandbox of symbolic meanings.

What is the __nce upon a time_ of your brand story? Ask yourself this: __ow does what I__ building help consumers close the gap between who they are today and who they want to be tomorrow?

Entrepreneur, your last 20 tweets has to be about your brain, brand and business.

Life is made up of dots

Launching a brand is not for those with thin skin. It takes courage, intelligence and foresight.

Look at every __evolutionary_ brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as __he Killer App_ principle.

Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, __hy didn__ we think of that?_ Be very scared of __ld tricks_ and build a spirit of innovation. It__ the __ld tricks_ that have the highest risk, not doing something bold.

The biggest mistake brands make are trying to __ell their stuff_ rather than clarifying what people are actually buying.

Social media isn__ a brand strategy. Social media is a channel. While it__ important for a brand to develop something to say, it__ more important to create something that will be heard.

If your brand is a cliché, your brand is losing sales and growth. Why? If your brand is using clichés to promote itself, you__e promoting your __ategory,_ not your unique, individual brand. Painful? Yes. Solvable? Absolutely.

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.