Here’s a quick client anecdote that illustrates an important benefit gained from a well-defined and strong brand:
A few years back, HeLT worked with a publishing industry client who had started a new business unit that used state-of-the-art technology to produce custom textbooks for university professors. Professors who could not find the course book they wanted could use the client’s service to design their own custom, hardcover, professional-looking textbook. The client felt they had a pretty good idea of what their brand values would be before using our C.O.R.E.E. Brand Positioning Process: they knew choice and cost-savings were important values to their target customer.
