it’s in the brand Garrett Johnson

The paradox of choice

What is a brand?

It’s a PERSON’s gut feeling, because brands are defined by individuals, not companies.

So it’s not what you say it is…

It’s what they say it is.

1. People have too many choices and too little time

2. Most offerings have similar quality and features

3. We tend to base our buying choices on trust

Why is branding important?

Trust

Why?

T = r + dTrust is meeting and beating customer expectations.

Trust = Great Brand

Great Brand = $

60% Increase in sales.

Credits

• Visuals (used with permission)– Flickr– Brand Gap

• Sources– Brand Gap– Designing Brand Identity– Interbrand