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Chapter 2 of 7 on the digital-social revolution. Covering the emergence of Brand as a key differentiator in building business value. The term "brand" is often misinterpreted as simply referring to a visual identity. It is so much more - it is the experience people have of your organisation, it is the connection that they feel and most importantly it is the reason customers buy. This share explores brand and its significance in building equity. References include: The New Zealand All Blacks (and rugby), Harley Davidson, Apple, Virgin Atlantic, Lego, IBM, Air New Zealand safety videos, and Spotify. It references work from Idris Motee, Fast Company & Millward Brown.