Consumers choose one brand over another because the customer-benefits are relevant and meaningful.

There are two types of customer-benefits. One type is intrinsic. It makes customers feel good about themselves. The second is extrinsic. It says something important about your customers to others.

You must identify the most compelling set of intrinsic and extrinsic customer-benefits.

Consumers choose one brand over another because the customer-benefits are relevant and meaningful. There are two types of customer-benefits. One type is intrinsic. It makes customers feel good about themselves. The second is extrinsic. It says something important about your customers to others. You must identify the most compelling set of intrinsic and extrinsic customer-benefits.

Brand Haiku #2: Why Customers Choose a Brand

Each of the fifty-seven haikus is approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

Business

Each of the fifty-seven haikus is approximately sixty words. Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand. Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

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Brand Haiku #2: Why Customers Choose a Brand

Brand Haiku #2: Why Customers Choose a Brand