"A brand is the sum of the good, the bad, the ugly and the off-strategy. It is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the awful ads that somehow slipped through the cracks, got approved and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee as well as by the mishaps of the worst hire you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can't entirely control a brand. At best you only guide and influence it."
In short, branding is the art of taking something common and making it more valuable. For example, Starbucks took coffee beans and turned it into a branded product people know and ask for. Nike took sneakers and turned them into a brand that is now inseparably connected with the rewards of sport and fitness in the minds of the consumer. That illustrates the alchemical power of brands to take something common and turn them into gold.感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Thus, good brands are not merely well known. Instead, good brands make an emotional connection with customers. They are relevant to the customer's needs and they resonate deeply. How do brands achieve this? There are a number of different ways:感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。