What creates brands? Apparently, popular belief is that "communication" does. On the contrary & unfortunately, informed belief remains that a "need" does. I still wonder why we continue to disbelieve this notion. Why would anyone buy Brand Yellow when Brand Red if readily available. Oh... Of course! The reason is that there are some people out there who LIKE "yellow". Yes, yes! That should be enough. Right?
Sometimes we get so busy in building brands, we forget a little something which is attached to their tails. Its called the product.
Excess or Extra-Small? You decide. After all, you make the brand.
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