Everyone is talking about branding and how significant it is to (and for) a business. It’s projected as the MOST IMPERATIVE driving force behind a thriving business. I don’t refute its importance, but I do not concur with the plug either! My question is, do YOU, as the Father, brand a product and launch it in the market, or the PRODUCT “EARNS” a brand for itself??
Did Steven Paul Jobs, eminently known as Steve Jobs, hyped “apple” or the products earned the branded fame? Another iconic example that “earned” the brand, is Adrian Zecha’s AMANRESORTS, one of the finest luxury brands in the hospitality sector, coming from Asia. It’s the best luxury resort brand in the world, renowned for its ultra premium service, luxury, sumptuousness and magnificence, glittering high profile clientele and the most exotic locations.
Amanresorts did not tread the rugged and traditional trail of “building a brand”, but the service (product) was strong enough to “earn” it. However, I don’t deny that like most of the other iconic brands, this too was steered by a well formulated, premeditated business strategy. Strategy certainly has its own importance, but is NOT the ONLY important factor, so as to put the others on the back seat. Today, maybe, not all know about Amanresorts, but then its not a brand meant for everyone either! It’s targeted to the most elite cream of the world, and they not just know it by name, but are its core clients as well.
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