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“Identity is cause; 
brand is effect.”

Larry Ackerman


Business performance is based on the behavior of customers, whether they choose to buy a particular product or service. And that behavior is based a great deal on the perception customers have of the brand: how relevant it is to them and how differentiated it is from the other brands in the same category. In turn, customers derive their perceptions of a brand from the interactions they have with it. Finally, that customer experience, ideally, is informed by a brand idea–what the brand stands for: the promise it is willing to make and keep in the marketplace. If the first part of this chain of cause and effect is indistinct or irrelevant to customers, there is little chance the rest of the chain will work, and the brand will not affect the business's bottom line. Yet, despite the proliferation of brands and their inextricable link to business performance, it is not easy to define what a brand is, along with how to create, manage, and value it.

“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

The path to the CEO's office should not be through the CFO's office, and it should not be through the marketing department. It needs to be through engineering and design.


Elon Musk

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