[The American Brands Council]
Michael Mohamad
Senior Vice President, Marketing A&E Television Networks
Brand building doesn’t have to be complicated. In fact, you can build a world-class brand in three simple steps.
Step one is to work out who you are and what you stand for. All great brands clearly know what they stand for. And consumers are clear about what they can expect in return. That’s what creates trust. And trust is the basic contract between the brand and the consumer.
Step two is to tell everyone in your organization who you are and what you stand for. Great brands know that everyone in the organization has to embrace the brand and deliver against the brand’s principles and values.
Step three is to dance likeno one’swatching. To have fun. To try new things.
Branding doesn’t have to be complicated. You just have to know who you are and have fun spreading the word.
