Customers are busy in many cases, very busy. They work hard and they have little time to make purchasing decisions. They want to make choices quickly and on their terms. They very often depend on brands that they know and trust. They don't need to research the product the brand pre-sells itself.
Brands are relationships and experiences that customers have with products and companies.
And, customers are loyal when brand identities are strong. We took a look at factors that help brand strategies succeed. A strong brand logo and identity system. Corporate culture that serves as a platform for brand promise PLUS an internal delivery system to make it work. This is the infrastructure.