define your brand with your customer The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. He is predicting the end of branding as we know it. That said, as […]

define your brand with your customer The Professor of Clinical Marketing at NYU, and one of the world’s leading experts on branding, recently predicted that 10 years from now there will only be two categories of brand – luxury and retail. He is predicting the end of branding as we know it. That said, as at October 2018, there is still considerable merit in building a strong brand – whether it be a personal brand, a product brand, or a corporate brand. But how do you build the optimal brand? This is the second of 5 thoughts addressing this question.Apple is most often cited as the world’s most valuable brand. Most estimates put the tech-giant’s brand value at A$200 billion. Put differently, if you wanted to buy Apple (and were able to do so) the ‘goodwill’ component of the sale price would be somewhere in excess of A$200 billion. The…