"Product brands are about products. Kit Kat, a classic product brand, doesn’t answer back, doesn’t get tired, isn’t anxious, is always ready to perform and always tastes the same. Every experience with a product brand is identical. Service brands aren’t like that. Service brands are about people. People who represent the organisation lose their tempers, get tired and anxious, and sometimes have just had enough that day. Every experience with a service brand is therefore different. For the customer, the person who represents the brand is the brand."
-- Wally Olins