Brands are wonderful things - there are not many intangible "things" in this world that create as many jobs, profits and of course perceived individual value to the world.
However, the concept of a brand amuses me in a way - after all, the only intangible part of a brand is the concept.....in reality a brand will only exist through the tangibles
- The delivery, time after time, of the promise
- The service, time after time, of the promise
- The reality of whether, time after time, it worked for you.
So when you think about it, this intangible is ....well, tangible! And when you really want to be confused then think about this....
How is it that such a tangible, intangible is perceived as difficult to measure, when the tangible parts are so easily measurable......?
People often struggle to measure the success of the brand, but I think that is when they are thinking of the concept - the intangible. When you turn it into a tangible object, then the measures are easy!
Now you see why I don't usually drink coffee so late at night :)