What makes a brand strong?

Contrast: define yourself in the market

Distinguish your brand by comparing differences. Until a customer can define what you do differently, you are clutter.

Power: choose your market & message

You have the power to create a brand that will influence them to choose you.

Metonymy: be first

If you are not first, there is still room to expand your brand.

Fuel: drive consumption

Your brand creates energy that compels customers to buy. Branding fuels consumption.

Contagious: reach the one who will reach many

A message that easily spreads from one to another like a snowball effect. Your customers are part of an "inside joke"—a feeling of belonging and personal involvement with your brand.

Loyalty: committed without regret

A commitment that binds, intellectually or emotionally to a brand. It creates a sense of rivalry that may even supersede logic.