Conventional wisdom says building a strong brand entails creating a cool brand name,

advertising that brand to potential buyers, and enforcing brand message consistency in all
customer interactions.
However, conventional wisdom is wrong. Brand marketing can neither create nor build nor
strengthen a brand. Brand is always a reflection of the quality of the product. There are no
exceptions to this rule.
To understand why this is the case, it's first necessary to define "brand." Most people think a
brand consists of exterior elements: the brand name, the logo, the tag line, and perhaps an
acoustic element (like Intel's "boop-beep-boop-beep").
Think of a brand like this, however, is like thinking of your significant other as a collection of
skin, clothes, and utterances. The essence of a brand is not the exterior elements, but how you
feel about the product or service.
The only way to build a strong brand is to create and sell a products that delight your
customers. If you fail at this basic step, brand marketing is not just a waste of money, but
actively counterproductive.
Therefore, if you want to build a strong brand, put your time and money into creating and
selling the best product possible. Then, if you've got some left over, use brand marketing to
help spread the world.
T mi :
Conventional wisdom : s hiu bit thng thng.
Potential : tim nng
Consistency : tnh nht qun.
Reflection : s phn nh.
Necessary : thit yu
Significant : quan trng
Delight : s vui sng
Counterproductive : phn tc dng
Spread : s tri ra, lan ra.