Most organizations see branding as a way to create a well-known and consistent image. But in the age of social media, having a well-publicized brand can lead to negative reviews and public relations disasters if brand expectations don’t match customer reality. Rather than simply creating a flashy logo and over-hyped tag line, brands work best when they accurately reflect the true and authentic strengths of an organization and its products.
In this entertaining and insightful talk, Marks gives examples of brand successes and failures, while showing how to build relationships with potential customers by creating great experiences for them before they even buy.