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« Rebranding the brand | Main | Brand as Ecosystem »

November 15, 2004


Tom Asacker

Great pick up Jennifer. I hope it stimulates more comments. From my view of branding, it only confirms what I've always thought and taught: It doesn't matter at all what customers think about you or your brand (business). What matters is how you make them feel about themselves and their decisions in your (the brand's) presence.

I can't for the life of me understand why people don't get this. It is fundamental to human psychology, and hence branding.


That's an increasingly valid retrospect in global branding. It seems that the really large brands, single name powerhouses like McDonalds, Microsoft and the likes are normally despised but draw purchases. Yet companies that with split-focus brands i.e. Unilever that brands the Unilever name with investors and the retail brands of their products to consumers, are gaining large acceptance.

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