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Wednesday, September 28, 2005

Mark Hurst on Branding

Mark Hurst has his summary of branding today in his Good Experience blog.

With this in mind, let's simplify that definition:
The brand is the customer experience.

And that's all it is. It's not primarily a story, or a logo, or a style, or even a value proposition. Primarily the brand is just what customers tell each other about: their experience.

So if you want to create a good brand, the best - perhaps the only - investment to make is in the customer experience. This means learning from customers through direct observation, and crafting a strategy built from that customer input.

I encourage you to read the whole thing.

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