Daily LaunchTip September 17, 2008

From Stella Grizont, Vice President of Marketing, Ladies Who Launch:

"There’s a difference between a great idea and a brand, a great product and a brand, a great service and a brand. What’s the difference? Oh, there’s a big difference! A brand is a platform for you to deliver an experience, one that provides both highly effective and differentiated functional and emotional benefits. Building a brand opens you up to create several different products/services under the same mission. It gives you permission to expand your offering beyond just one thing.

Take Apple, for example—they’re all about "Think different." This brand platform has enabled them to move beyond computers and into music, online retail, phones, and who knows what’s next. Functionally, they deliver an exceptional product, great quality sound and video.  Emotionally, they deliver the cool factor. When creating your brand’s identity and mission, think about how you can create a following. Engage hearts as much as minds. And by the way, the more hearts you engage, the more you can charge. People will pay more to feel healthier, smarter, cooler. And rightfully so—just because it’s intangible doesn’t mean it doesn’t have value."

Ladies Who Launch is asking you … what do you think of Stella’s tip? Let everyone know in the Comments section below!

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