Truth 4 Everyone needs to own the brand
Truth 5 To communicate well, less is more
Truth 7 Price is the communication of your value
Truth 8 Brands are influenced by the associations they keep
Truth 9 The customer experience is the brand experience
Truth 10 Ego means “danger ahead”
Truth 11 Brand metrics are the best measure of success
Truth 12 Complaints are jeweled treasures from your customer
Truth 13 Brand stewardship starts with you
Truth 14 Focused, simple, and clear: The cornerstones of your organization’s work
Truth 15 Marketing is courtship
Truth 16 Focus on mission is more valuable than focus on funding
Truth 17 It is not the medium; it is the message
Truth 18 Positioning lives in the mind of your audience
Truth 19 Jesus is the ultimate celebrity endorser
Truth 20 Satisfaction comes from being your best
Truth 21 Great positions endure
Truth 22 Your name is the cornerstone of your brand
Truth 23 Your brand drives your organization’s culture
Truth 24 Consistency is intentional and critical in marketing
Truth 25 Consumers will not buy if you aren’t different
Truth 26 The best taglines are meaningful, memorable, and motivating
Truth 27 Customer service is the touchpoint of your brand
Truth 28 Marketing and evangelization are connected, but distinct
Truth 29 It is easier to hit a smaller target
Truth 30 Brand extensions often diminish brand growth
Truth 31 Repositioning is often a fool’s chase
Truth 32 Consistency builds; compromise destroys
Truth 33 Clear is more critical than clever
Truth 34 Managing brands is often the opposite of common sense
Truth 35 Nothing happens until you are available
Truth 36 Awareness is a critical measurement
Truth 37 There is no purchase without trial
Truth 39 It is the “small stuff” that makes the biggest difference
Truth 40 It is all about creating loyalty
Foreword
Building and marketing strong brands plays a very important role in our economy — it helps consumers find a good match between the needs that they have and the myriad of products and services competing for attention.
These consumer needs can be as basic as protection from the weather (Patagonia clothing) or unexpected life events (Farmers Insurance). These needs can be at a more abstract level, such as the need for enjoyment (Norwegian Cruise Line) or to express our values (Volvo cars). Irrespective of the wide spectrum of needs that we have (even a need for spiritual fulfillment)
