Who Do You Want to Be?

... branding isn't just about deciding on a clever "positioning." It's about nothing less than "who do you want to be?" And this isn't a function of data, market research and clever advertising. It's a function of the emotional connection a brand makes with its customers. Brand meaning runs deep, way below the superficial content of logos and taglines. Emotions rule!

For Tom [Peters], brand value has everything to do with uniqueness, and Tom's summary admonition/call-to-action, "Distinct or Extinct" gets to the heart of his beliefs about branding. And the emotional connection is the only way to find true uniqueness. Quoting Tom Chappell of Tom's of Maine: "You have to define yourself based on a point of view you care deeply about." After all, if you don't have passion for your brand, neither will your customers … or employees.
- From Tom Peter's website