From Lose Friends Radio comes this segment called ‘Branding’, narrated as an excerpt from one of Jonar’s books. You can read the transcript below, or listen to the original broadcast by clicking on the green play button:
BTB_31_Branding.mp3From the Lose Friends series, here is what Jonar Nader has written about: BRANDING
A company’s most important asset is not its staff. Rather, it is the brand. The most important aspect in relation to the brand is what I call the ‘brand bet’ ⎯ that is what your customers are willing to bet on, in relation to what you will or won’t do about the promises you have made.
Brands have personalities and, as such, you need to ask if your brand has a personality that is attractive, warm, trustworthy, and meaningful; or is it full of hot air with complicated twists and turns that very few people would want to be associated with? If your brand were a person, would it have many friends?
For organisations that desire long-term prosperity, the single most important function of a brand is to reduce the advertising expense ⎯ which in turn means to reduce the sales cycle and sales-related expenses.
For information about Jonar’s books, please visit the official website www.LoseFriends.com
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