As a recovering attorney who dabbled in trademark law back in the day, I have long respected the power of brand. Brand cuts through clutter. It transforms the mundane into the emotional. It raises expectations.
The best brand stewards understand that they aren’t responsible for protecting mere words, symbols, and sounds. They’re responsible for delivering on the fundamental promise of any brand—that each customer’s experience will meet or exceed the last.
Brands are not, therefore, static creatures. They rise and fall on the collective experience of their consumers. And while nostalgia may insulate some brands from their missteps, change is a constant that all brands must weather through innovation and evolution.
So what is the power of brand? It is the power to be uniquely understood, appreciated, and valued by consumers in a world of ever-expanding choice. And that is a power far beyond mere words.
(Get the details on the Power Of series, including calendar of contributors)