http://tenayagroup.com/blog/2006/02/27/why-brands-are-not-add-ons/ Brian Phipps on next-generation brands: Tue, 20 Jul 2010 12:30:59 +0000 hourly 1 http://wordpress.org/?v=abc http://tenayagroup.com/blog/2006/02/27/why-brands-are-not-add-ons/comment-page-1/#comment-111 Brands Create Customers » Blog Archive » Brands are code Tue, 18 Apr 2006 19:12:28 +0000 http://tenayagroup.com/blog/2006/02/27/why-brands-are-not-add-ons/#comment-111 [...] How exactly does a brand do this? First, brand building begins at the core of a company. Brands are not add-ons after the fact. Brands are a process of architecting customer progress into the product. Yep, the operative word is “progress.” The goal of a brand is to advance customers to progressively higher levels, so in future months and years they will be demanding all those cool innovations you have up your sleeve. Thus, brands are forward-focused. They are part and parcel of your innovation strategy. [...] [...] How exactly does a brand do this? First, brand building begins at the core of a company. Brands are not add-ons after the fact. Brands are a process of architecting customer progress into the product. Yep, the operative word is “progress.” The goal of a brand is to advance customers to progressively higher levels, so in future months and years they will be demanding all those cool innovations you have up your sleeve. Thus, brands are forward-focused. They are part and parcel of your innovation strategy. [...]

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