The document discusses lessons that can be learned from today's great brands. It defines what a brand is, noting that a brand is more than just a logo, name, mission statement, or advertising - it is the combination of all messaging and experiences that prospects and customers have with a company. The brand represents a company's reputation and is a promise of what customers will experience. Great brands offer consistent, high-quality experiences that convey a clear message and differentiate themselves from competitors by fulfilling a unique value proposition in a memorable way. The document encourages establishing a brand by researching, setting goals, educating staff, auditing messaging, and launching a branding effort.

1. Lessons from Today’s Great Brands Anthony Juliano Women's Council of REALTORS® February 12, 2009

2. Hello!

4. So what IS a brand?

8. Whose logo is this?

9. Whose logo is this?

10. Whose logo is this?

12. Consistency is crucial in today’s communication environment

13. Fragmentation and clutter

14. You see > 3,000 ads every day

19. And then there are those other “channels”

20. Websites: 60 - 80 million MySpace members: 226 million Blogs: > 50 million

21. Brands we LOVE

24. Differentiation – what’s unique about your business?

26. “ A charismatic brand is any product, service or organization for which people believe there is no substitute” --Marty Neumeier, The Brand Gap

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