Posted by Douglas Sorocco at October 29, 2005 01:45 PM

I haven't posted a Rethink[THIS!] nugget in awhile, but this quote just stayed with me the last couple of days since I read it over at A Clear Eye:

A brand is nothing more than an expectation that customers have of something. So if you're continuously elevating the customer's expectation and delivering on that expectation with an experience such that customers are predisposed to choose your brand at a price which allows you to make a profit, you are growing your brand. How can this be done without growing the "relationship" between the customer and that something?

What is your firm's brand? More importantly, what is your own brand?

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