Archive | March 4, 2012

Your Built-in Amplifier: Your Brand

Every company and product has a brand. What is it? When people hear or see the brand name, the brand is all of the associations e.g. ideas, images, thoughts that come to mind in their imaginations. These associations form a mental filter through which people process information related to that name. The “brand” acts as a quick interpretive context for processing real events.