Who owns your brand?

Brand stampI have heard a lot of marketers over the years say that companies don’t own their brands; that it’s the public, the consumer that owns the brand.

Nonsense.

You – the CEO, business owner, senior executive – own the brand. You make the decision to invest in creating an amazing product, developing a culture focused on great service, or not. You get to decide whether you respond to customer feedback or ignore it. Whether you are focused on the bottom line or creating value, or both. Whether you are transparent or secretive.

All your customers and the public can do is react to what you do. They will decide if your brand survives by voting with their wallets, but you own your brand.

So, go out there and make it what you want it to be.

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