Posts tagged with “fragmented target-groups”

Brand Building in the 21st century

By Harry Smals on 1 February 2010

A brand is an association network in people’s brains. It’s not just a logo and a name stitched on a shirt or burned on a tea casket. The shape and colour of the logo mean something to people. They associate the sound of the brand-name with positive or negative experiences. People attribute their experiences to the brand, as well as the stories from other people’s experiences. Whether brand managers like it or not and whether the stories are true or not. 

Tagged with: follow-group, fragmented target-groups, brand-building,

› Continue reading Brand Building in the 21st century