WHAT'S IN A NAME? WHAT'S IN A BRAND?

Intel is a brand. So are Coca-Cola and Wal-Mart and Sting and Madonna. And CNN and Disney World.

Each has a core audience that holds certain beliefs as to what they expect when they purchase or embrace that brand.

So, how do you nurture a brand? Build it? And grow it from its core?

The best way is to research the core audience in order to uncover what your customers believe about your brand and what they believe is the promise.

Break that promise and disappoint or alienate your core and you run the risk of breaking the brand.

Research the core audience and their belief about the brand and then build up on it.

Only if you start with research can you create effective marketing.