You don’t build a brand anymore
It’s a different approach. Today, as a marketer, our task isn’t necessarily to “build a brand” or even to maintain a pre-existing one. We’re better off building an army of immensely loyal and passionate users. Which is easier to track, define, and grow? Which of these is real and which is simply an idea? And when you get that right—a brand will come naturally.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.