Everyone is talking about branding today and how important it is to be a brand today. The question to be answered today is why it is so important today.
Here is a short list
01 // Customers have too much choice today, an oversupply in a very fast paced world.
02 // Many offerings today have very similar quality and similar features
03 // People tend to make purchase decisions based on trust
04 // People orient themselves by symbolic attributes and which family of people, who also buy the brand, they want to belong to
05 // They have a sense, a gut feeling about which brand offers the best experience
Marty Neumeier also said that people tend to judge 10% of companies by what they say and 60% by what they deliver. So the question is: How can you optimize the value of your own brand with your business? How can you live up to the above?
PS: If you’re interested in our Brand Strategy Sprint, you can take the quiz below to find out if our sprint is right for you. We also worked with Marty Neumeier to create the German edition of THE BRAND GAP, which will be released on June 15. 2022. So pre-order it!