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5 Deadly Myths of Branding
Janet WentworthThe 10X Group
Myth #1Branding is only for big companies
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Myth #2Branding is a logo + a tag line
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Seth Godin
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“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Seth Godin
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Myth #3Promote all your features + benefits
Focus on one compelling and differentiating expectation
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Myth #4Focus on your customer
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Myth #5Develop your brand, set itand forget it
Fulfill the expectation atevery opportunity
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Branding is all about
expectationchoice
