Like it or not, Mr. Dyson has built a successful brand
Comment on Advertising Age article: James Dyson: 'I Don't Believe in Brand' - But Does the Design Icon and Vacuum Cleaner Salesman Protest Too Much?
A "brand" is not about advertising, logos, slogans or hype. It is the sum total of the assets and liabilities represented by a product or a company, and it is the promise made to the marketplace. Great brands are differentiated in relevant ways. Chobani yogurt built a powerful brand largely without advertising. Apple built a mega-brand by tightly integrating the products and experience end-to-end. Like it or not, Mr. Dyson has built a successful brand through differentiated and compelling products, in part communicated through his advertising.
To read the Advertising Age article CLICK HERE.
For more information about Market Probe’s approach to Brand Passion research CLICK HERE.
Judith Ricker is Executive Vice President, Brand Research and Consulting at Market Probe CLICK FOR JUDITH'S BIO.