Why is it that brands such as Nike, Red Bull and IBM continue forward as such incredibly strong brands? We cite them often. Long-winded white papers, hundreds of SlideShares and countless presentations all supply us with weaving theories about why such brands do so well.
But if you crave an amazingly sharp answer, scroll midway down this post and you'll find a section: 'the levers of brand building.'
The levers of brand building have been:
And their multipliers have been:
About as succinct as it can be. And there's evidence to back up each of these six components in that post.
What's most important in building brands is that there's the science of getting to the right area, and then there's the art of multiplying it.