“The brand of the future
(the candidate of the future)
is patient, consistent,
connected, and trusted.
The new brand is based
on the truth
that only comes from
experiencing the product,
not just yelling about it.
Word of mouth is more important
(by a factor of 20)
than TV advertising,
and the remarkability
word of mouth demands
comes from what we experience,
not from spin
or taglines
or a campaign slogan.”
This is why sampling is key.
This is why responding
(to comments, questions, anything)
is important.
This is why having a base
of customers
from which to build
is a priority.
I have thousands of readers
for my romance novels
yet I suspect I’ve touched
each one.
Are you building the brand of yesterday
or the brand of the future?