Many good products but a handful of Brands
We know because of Social Media, that there are a dime a dozen good singers up there; awesome singers
They are very good but they are not celebrities and may never make it there
This is the example of many good products but just a handful of Brands
The game is certainly not limited to making good stuff
The game is in making stuff that People collectively have in their hearts
That is called a Brand
Brand belongs to the people and not the manufacturer
Product on the other hand belongs to the Manufacturer
And this makes a world of a difference
Building Brands goes beyond manufacturing a great product
That is just the first step
There are many other things to be done to build a Brand
1) Create Awareness by Advertising and PR
2) Build Associations through Advertising – This includes endorsements and Sponsorships
3) Make is available by scaling up
4) Pray to God to make you lucky. One just cannot undermine the role of luck
When you say Toyota and everybody answers the car, don’t start celebrating because that is not proof of it being a Brand
But when you say Car and everybody answers Toyota, you can celebrate because this is the test of being a great Brand
Many good products but a handful of Brands
I rest my case
