Building abrand: Whether you are direct marketing beef or selling seedstock, brand identity is the ultimate key to success

摘要

A quick trip through your local supermarket and it doesn't take long to realize that brands rule the roost, and consumers have strong preferences for brands that have been good to them. Outside the grocery store, brands rule as well—from the vehicleswe drive and clothing we wear to the hotels we stay at when we travel. Sometimes our choices are driven by price, but more often than not, we stick with those products that have given us a good experience. And by definition, that's what a brand is, says John Seymour-Anderson, who has worked in graphic design and advertising for more than two decades. Specifically, he says, "A brand is really about establishing a relationship with the customer."