The Importance of Relevance in Branding

A great commentary in Forbes by Marc E. Babej and Tim Pollak of Reason Inc on the upcoming iPhone launch that speaks to much of what I’ve said recently on branding in the digital age.

One quote stands out:

“A brand is neither a goal nor a means, but a result of consistent delivery against a differentiating, relevant benefit.”

And how do you ensure relevancy?

• Segmentation
• Targeting
• Testing

It’s a shame this realization is probably at least 5-10 years away for most brand marketers.



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