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What is a brand?

Tuesday, January 12th, 2010
Posted in Advice by Joel Gross

The brand formula is:

(Expectation) * (emotional power) = Brand

Some brand formula examples:

Google:

(Expectation of answers to questions) * (very consistent & useful)= Very powerful brand.

Seattle Times:

(Expectation of news) * (pretty consistent, decent news writing) = Solid brand.

Wells Fargo:

(Expectation of banking services) * (random fees, too many upsells) = Weakening brand.

Elance:

(Expectation of outsourced services) * (good quality, but new) = Weak but growing brand

Joel Gross:

(Expectation of online marketing expertise) * (new to market) = Almost no brand

What is your brand?