Their choices though passionately made, Must be of reason and not of foolish heart.
1 Position (Stand out)
Distinctive branding stems from clear brand positioning—knowing who the brand targets, what the competition is and how to beat it. Having a differentiated, relevant product is critical to success.
2 Prediction (Great insights)
sometimes the simple difference at the core of a brand is an obvious universal truth that no one has acted on. Great insights couple human need or desire with a market opportunity.
3 Promise (Keep your Word)
Brands that resonate strongly with consumers are typically motivated by the desire to exceed expectations. Living up to your word not only builds brand loyalty, it also encourages word-of-mouth promotion.
the majority of leading brands got where they are by staking out a distinct territory and capitalizing on it. The ultimate measure of success? Discovering that your brand name is generic for its category, like Google.
5. Publicity (Own your media)
Relying on your own media to carry your message not only makes great financial sense, it also speaks to customers more directly than advertising can. This is an area that your competitors can neither access nor influence.