Branding and Brand Strategy

A brand is a source of a promise to the consumer; it’s a simple truth in marketing. The promise is relevant with differentiated benefits. Everything an organization does should be focused on enhancing delivery against its brand’s promise.

Combining a few different definitions, a brand is the name and symbols that identify:

  • The source of a relationship with the consumer
  • The source of a promise to the consumer
  • The unique source of products and services
  • The single concept that you own inside the mind of the prospect
  • The sum total of each customer’s experience with your organization

Leading organizations have discovered that brands, as well as their people, are their most valuable asset.

A strong brand will deliver substantial benefits and 92 West is the firm to lead you through the decisions to create a brand that leaves an impact.


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