understand what a brand is and what branding involvesThis is the second of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018.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 […]

understand what a brand is and what branding involvesThis is the second of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018.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 predicted the end of branding as we know it. That said, there is still considerable merit in building a strong brand – whether personal, product, or corporate. But how do you build the optimal brand? Jeff Bezos is the richest man on the planet. He has an estimated net worth of US$166 billion, and his wealth is estimated to be growing at the rate of US$98 million dollars per day – mostly on the back of the wildly successful Amazon brand. Jeff Bezos offers an insightful definition of a…