Now here’s caution for some of the readers. If you are a staunch believer of democracy, then you may not like the conversation following next. Why I am being so sarcastic, you may ask? Actually time and again, we have seen one fact about brands travelling across those hallowed boardrooms to the hands of the customers i.e. they were built by the customers. Some name it brand, some “My own brand” or some call it their “lovemarks“(Term coined by Kevin Roberts-CEO of Saatchi & Saatchi Worldwide).
So brand building should start from the periphery of your marketing strategy where you have to engage your customers in a way that value deliverance is the embedded keyword behind your core strategy whereas leveraging customers’ value acceptance is given more priority.