Attributes of a Great Brand

Today I am sharing some of the questions and answers from a 1998
interview I gave regarding the attributes of a great brand. I hope you recognize them in your brand.

Q: How important is the name of a brand?

Most great brands have  good names.  Their names verbally connect to their positioning strategies.

Cottonelle.  It’s not cotton, but it’s cottony and soft.
…
Fuente Original

  30 June, 2008| Marketing, advertising... | @ 21:01

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