"Each brand has its own core value. Dan Wieden says it another way: Brands are verbs. 'Nike exhorts, IBM solves, and Sony dreams.' Even Mr. Whipple, as bad as he was, helped Charmin equal soft.
This is an important point, and before we talk about strategy, it bears some discussion.
People don’t have time to figure out what your brand stands for. It is up to you to make your brand stand for something. The way to do it is to make your brand stand for one thing. Brand = adjective."
[Via: I Have an Idea]
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