Totally agree, the brand idea is the foundation for all marketing and this needs to be based on true beliefs and ideally passion from within the business. This passion can be leveraged to connect to the needs and wants of consumers, and communicated in a way that really adds value to their lives, the brand story does this in a compelling way to connect at an emotional level as well as selling the functional benefits.
Marketing can fall into the trap of shouting about deals or shallow product benefits that may only be true at a stretch. Some of this type of activity is like building a skyscraper without foundations… eventually it will topple and fall.
Every business today needs to have a Brand Plan, as well as a Business Plan and Budget to help ensure success of the business through relationship marketing.
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