Branding! Don’t Waste Your Time and/or Effort …

Posted • October 25, 2007 • Comments Off

Last week I was knocked out of the game by PAIN caused by a sinus infection. Under the pressure of intense pain I realized something – branding didn’t matter it was results that I wanted. I didn’t care how cool the product was, I didn’t care who used the product, I didn’t even care who said the product worked for them. All I wanted was relief from the PAIN.

Don’t get me wrong branding is great. But it is only great if your product or service lives up to the promises. It must relieve the pain. It doesn’t matter what that pain is. It could be lack of visitors to your restaurant, not enough golf club sales, or even excruciating physical pain. The pain must be dealt with by the product or service.

The Product or Service must be of value before you brand. Today more than ever we must be aware that return customers/clients are the backbone of our business. We can’t be one hit wonders if we are to survive as a viable business.

late,
gary pool

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