It goes without saying that today's world is dominated by brands. Our lives, from the moment we wake up until we go to sleep are dictated to (whether we are conscious of it or not) by brands. Brands dictate what we will eat for breakfast, which toothpaste we will use, what radio station we will listen to, what clothes we will wear, the cars we will drive, what we will eat for dinner, watch on TV, the whiskey we will have for a nite cap and the bed we will go to sleep on. Not to mention thousands of other decisions we make during the day will be influenced by brands.
So what makes a brand so powerful, understanding a brands unique qualities and its point of difference is the first step in building a successful brand.
