Bits and Pieces and Brands, Oh My!
Every time I pass by theWalker, I look at this phrase on the wall and instantly think of it as a very nice definition for what a brand is. When you consider it, really a brand is the collective bits and pieces of our own and others experiences with a product or service over time. This is why I thinkJohn Grant‘sBrand Molecule idea is a great way to look at a brand.
Along this line of thought, back around when I gave my talk onmodern brand building, I was thinking about how to define a brand’s strength. The thought ended up taking shape in the form of a formula of sorts that looks like the following: (I realize that this is probably bordering on being a bit ridiculous, but just blame the time I spent in engineering classes early in my college years…)
In this instance, appropriately enough, Bs is Brand strength; T is Time; P2 is the total number of people who hold the same belief of the brand’s reputation, which is derived from E+P1, where E is a person’s experience with the product or service and P1 is the perceived personality of the product or service
Continues @ http://paulisakson.typepad.com