Build your Brand as a Relationship

By Mark Bonchek and Cara France

Discover the evolution of the brand positioning throughout this article edited in Harvard Business Review (May 2016).

From the « Brand as Object » model to the « Brand as a Relationship » we went through « Brand as Idea », « Brand as Experience ».

Al Ries and Jack Trout define a brand as “a singular idea or concept that you own inside the mind of a prospect.”

Sergio Zyman says: “A brand is essentially a container for a customer’s complete experience with the product or company.”

Mark Bonchek and Cara France define Brands as a Relationship to « create greater engagement, differentiation and loyalty » going through examples such as Nike, Disney, Southwest, Lyft…

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Source : Harvard Business Review


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