Great Branding Takes More Than Advertising – Management Tip of the Day – April 29, 2014 – Harvard Business Review 

As digital disrupts more marketplaces, brands become more important and valuable – not less. They provide meaning and satisfy emotional needs. As consumers experience information overload, the tendency to gravitate toward what’s familiar increases.

People don’t buy products, they buy better versions of themselves

There is the famous story about Steve Jobs when he invented the iPod and everyone in the news and the rest of the tech industry scratched their head a little. MP3 players had been around for quite a while, what was so different about the iPod