Think of Your Brand as an Orange
Think of Your Brand as an Orange
Only when the skin is peeled back will those people be exposed to the composition of that orange. No matter how colorful—or dull—the orange appears from the outside, only the inside reveals what’s really going on, and what led to the outside looking as it does. When that skin, which represents the marketplace presentation of your brand, is peeled away, the true brand can be experienced and understood by your customers.
Inside the orange, each section poses an opportunity for you to decide if you like it or not. You try a piece, you like it, you keep eating more. If the first bite isn’t as tasty as you anticipated, you may try another part of it, but you’ll probably end up throwing it away. Likewise, your customers might try another interaction with your brand if the first one doesn’t go so well, but don’t count on it.
The key is to view those people behind your brand, your organization’s workforce, not as employees but as "brandtenders." those who tend to your brand, and tender it to customers like currency. They are the people who can transform your brand and its values into true customer engagement, producing more revenue and profit.
Think of Your Brand as an Orange - To learn more about this author, visit Dan Day's Website.
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Your organization’s brand is like an orange. Prospects and customers can look at it from the outside only, at least to start. That orange will be instantly appealing to some, mildly appealing to others and perhaps not at all appealing to the final audience segment.
Only when the skin is peeled back will those people be exposed to the composition of that orange. No matter how colorful—or dull—the orange appears from the outside, only the inside reveals what’s really going on, and what led to the outside looking as it does. When that skin, which represents the marketplace presentation of your brand, is peeled away, the true brand can be experienced and understood by your customers.
Inside the orange, each section poses an opportunity for you to decide if you like it or not. You try a piece, you like it, you keep eating more. If the first bite isn’t as tasty as you anticipated, you may try another part of it, but you’ll probably end up throwing it away. Likewise, your customers might try another interaction with your brand if the first one doesn’t go so well, but don’t count on it.
The key is to view those people behind your brand, your organization’s workforce, not as employees but as "brandtenders." those who tend to your brand, and tender it to customers like currency. They are the people who can transform your brand and its values into true customer engagement, producing more revenue and profit.
Think of Your Brand as an Orange - To learn more about this author, visit Dan Day's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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