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Let's try to look at the theory behind a brand.
What really makes up a strong brand when it comes to it?
First of all, of the four phases you see here, you need to qualify.
That means you need to have certain functional attributes.
You need to have design.
You need to bear quality.
You might need to add distribution, and other things.
Think about your car brand, or a fashion brand,
or a retail brand. Certain things simply just has to be in place.
But it doesn't make a difference,
so the next step is to look at
the different attributes of your brand and you don't have to compete in all of them.
Probably, a modern mobile brand competes on
20 to 30 different attributes than
things and you don't necessarily have to be different on all of them.
You're going to decide, what are your points of difference?
Are you going to choose maybe two to three things?
Think about Xiaomi, they decided to be only to distribute online,
and to rely on bulk marketing,
You are going to decide on your point of
differences but that's only going to make you different.
If you really want to make that emotional touch,
you also need to have some emotional value,
and that value, you can't ask for.
You will be admired.
You will be lost along the way if you do what you do very well.
So you just have to keep walking and eventually one day,
some emotional content, some emotional value will be put into your brand.
And if you sustain that journey,
maybe one day you will get that real connection where you actually become a brand.
And I think there is a big distinction between being an incredibly well-known company,
and being a real brand that has
a very strong relationship with stakeholders including the customers.
So you really have to go through the phases.
You have to qualify.
You have to build a difference.
You have to find the emotional touch,
which will come over time because it's not going to emerge in the first place, and
then over time you will build that real connection with people,
and that's where you can call yourself a very strong brand.
AMORE PACIFIC from Korea is a very good example of
