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Running Your Business: The 11 P’s in a Remarkable Brand By Rick Hendrie
The world of branding seems mysterious. What makes one brand
succeed and another, of apparent equal quality, fail? One thing is for
certain. Brands almost never sell what they purport and the best, most
successful brands have zeroed in on the non-logical centers of the brain
and taken up permanent residence by appealing to the consumer’s feelings
and fantasies. So what’s a brand to do? Start with the recognition that
service and product quality are mere entry points, not the end all of
a great brand. A great brand involves much more in the Experience Era.
Here are the eleven ‘P’s that provide the titanic pressures to transform
product or service ‘coal’ into a branded diamond:
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