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Jelly Donuts

June 24, 2007

“…an organization’s brand lives in the client’s or customer’s mind, the experience they have with members of the organization goes a long way in determining whether they ultimately buy the product or service again.”

Tom Peters (!) talks about these contacts with companies as touchpoints. I’d go with the idea if he decided to call them jelly donuts but this is beside the point. Branding is the hippest thing in town and everything is being thrown in the pot from self-branding to branding consultancy. What Tom brings back home is the fact that a brand exists only in your client’s heads. So all of the contacts your company has with it’s clients will either reinforce or chip away at your company’s image.

Build up an expectation then deliver. This is a brand.

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