Even our presidential candidates, the Pope, and Michael Jordan can't reach their objectives by being perceived as the same-old commodity. They are branding so that we can see them in a different light.
Customers are in the driver's seat.
They're equipped with today's interactive technologies to bring in what's considered valuable, and block out those judged as unwanted. The common denominator is the individual, not the market. If you and your prospect aren't looking at value in the same way, your brand identity isn't likely to connect. The first step in checking your brand connection is hearing the customer's unique voice. The more you market to the individual, the more likely you'll have a successful brand identity.