1 Comment

  1. Alan Sobel says

    Right on! Branding doesn’t create relationship, it reminds us of the relationship we have, and reinforces what is already present. Car commercials, for instance, aren’t directed toward selling cars. Their objective is to help us feel good about a decision we have already made so that we will make the same decision next time we buy a car. Bad relationship – bad brand.

    Focus on what you provide, and the relationships you create in order to provide it well.

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