Advertising will not Build a Brand
Advertising only calls attention to a brand to create brand interest. A Brands have reserves of trust that lie in the goodwill and collective knowledge of the company to support the Brand. Advertising has its place but creating a positive customer experience at every touch point will do more to build the brand.
Great Brands can command a premium and are a route to sustained profitability but all concerned with the brand need to ‘live it’ in terms of brand experience and delivery of the promise.