the EMOTION & SCIENCE of a brand name

What is a brand after all?

I was with some friends chatting over a couple drinks when one of them mentioned his daughter was ready for her first car. The conversation steered towards the lowest common denominator - "Price" and why cars are as expensive as they are?

The cost of all the steel and plastic and the labor in forming the parts of the cars body could not add up to the price of any new car on the market these days. That combined with the after sale service could still not do justice to the overall cost. If the sum of all the parts don't add up to the cost what is the consumer paying for? It MUST be the brand! If the brand is about trust, is that the price tag of trust?

Its funny TRUST is one of those things that if sold has no value but if preserved appreciates without a ceiling. Trust is like an honor badge one that can be associated and put on display and the influence clearly brushes off. I have had this so called "TRUST" experience we my cars, clothes, watches, my masseuse, my butchter, my mechanic, etc. I will pay extra to get their products or services and I have paid more!

How does one know when they are a brand or at least a prime candidate to be one? I believe when the total is greater than sum of parts you are a brand!

Food Inc.

The much talked about Food Inc. very interesting....

Wisdom from quotations

A couple days ago I came across two quotes in one day and they seemed to summarize the challenges I was dealing with a client...

Every man is wise when attacked by a mad dog; fewer when pursued by a mad woman; only the wisest survive when attacked by a mad notion.
- Robertson Davies

This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back.
-Stuart Wilde