Do you have a brand, or a product – They’re not the same!
The branding godfather, Marty Neumeier, says in his book, The Brand Flip: “Companies may SELL products. But customers JOIN brands”. He further adds, “They sign up with companies that see them as people, and avoid companies that see them as targets.”
A Lesson in Marketing: TRUFF
In this day and age, there are few people who understand the definition of “branding”, let alone how to apply that principle. TRUFF, however, is an example of a company that has mastered both but it’s not just the mastery of the brand which inspired me to write this blog,