Brands . . . create customers?
They certainly do. And they should. Creating customers is what brands are all about. It’s their mission.
There are many ways that brands create customers. One way is to connect customers with their potential. This enables customers to grow in new directions, creating new markets for the companies that serve them.
Antiquated brands that decorate a package, or sit on a shelf, or pose as immutable icons simply don’t pass the test. They are now being “out-created” left and right, as their customers move on.
