I brand, therefore I am

There’s no such thing as a brand that sells itself. Brands must be supported by marketing lest they eventually whither and die.

Brands must always earn new customers to replace those lost through attrition and the cycle of life.

Never make the mistake of thinking you own a product category, thus the brand can take some time off. Like a movie star, vocalist or author, if you disappear from the public eye, in due time you will be forgotten; replaced by another brand that caught your customer’s fancy.

Be vigilant. Brand, or be gone.

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