Why you need to develop a brand
In the Amazing Importance of Branding I argued that the only thing that made a handbag worth $5,000 and not $50 was the brand. If you look at the 2023 Axios-Harris Brand Rankers you'll notice that all the top brands enjoy premium pricing. And, yes, a brand is the only thing that is standing between your product and commodity pricing.
But you don't own the brand. Your customer does. And your brand only exists in the mind of your customer. Want to create a great brand, use our expertise working with dozens of iconic brands to apply the same learnings to your.
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