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December 22, 2011
One of the tests of leadership is the ability to recognize a problem before it becomes an emergency.
-Arnold H. Glasgow
"Your brand is what your customers say it is." This is the bold declaration of Charlene Li and Josh Bernoff, in their book, Marketing in the Groundswell (Boston: Harvard Business Press, 2009). They observe...
"Marketers tell us they define and manage brands. Some spend millions, or hundreds of millions, of dollars on advertising. They carefully extend brand names, putting Scope on a tube of toothpaste to see what happens. We bought this brand they say. We spent on it, We own it.
[Wrong]
"Your brand is whatever your customers say it is. And in the groundswell where they communicate with each other, they decide.... The company in this sense is a tool to create value for the brand. Brand in this sense, lives outside the company."
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