It’s In The Brand
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it’s in the brand Garrett Johnson
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Transcript of It’s In The Brand
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