WHEN WE BUILD BRAND, WE COMMUNICATE WHAT WE WANT TO STAND FOR TO THE CUSTOMERS WE WANT TO TARGET

LOGOS AND ADVERTISING ARE A RELATIVELY SMALL PART OF THE PROCESS

We commodify it if we underspend, reduce awareness, reduce the presence of the brand in the market.

We commodify if we signal to the market we are just like we everyone else, the product is the same, the service is the same, we are all clustered together.

We can damage the brand if we do something that is contradictory to what we want to stand for. CONTRADICTIONS DESTROY BRANDS

What is left when we remove the physical product out of brand?
That is our brand equity. Do not commodify it.
Is it enough to drive customers to buy us?

But the brand exists only in the mind of the consumer