Ballad Of The Invisible Brand

when is a wedding gown just a dress? and not a Vera Wang? 2 2

when is a car just another 4 seater and not a BMW? 3 3

when is a suit just a suit and not an Armani? 4 4

when is a tractor just a tractor and not a john deere? 5 5

what makes on invisible brand visible? what makes an invisible brand visible? 6 6

Brands start out as ideas on paper (invisible) 7

thingamajigs are produced visible, but not sure if we're happy they are 8

word of mouth begins limited visibility 9

company + product + marketing = increased visibility 10

brands who tell the best stories win 13

even if they sell whatchamacallits [use narratives to communicate your underlying brand philosophy] 14

if you're good, they will listen and tell others gradually your brand will come into focus 15

brand awareness conversations create buzz advocacy fuels growth 16

to stay visible & to remain relevant 5 things to keep in mind 18

#1 the customer is me, we, us 19

#2 participate not being engaged is being anti-social 20

#3 trust is a fragile commodity violate at your own peril 21

the law of reciprosity says you get what you give #4 22 22

#5 getting found and being heard is a marketing imperative 23

not heardable = the invisible brand 24 24

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