Banks and Brands

Abstract

An exploration of the definition and importance of branding not as a marketing exercise but as the ethos that should permeate an organization in every level of its structure and how this enables an entirely different way of building propositions that the consumers can fall in love with. This chapter offers a dissection of the elements of a good brand from Product to Advertising and Brand soul and a series of examples of brands that have succeeded at becoming addictively beloved by consumers such as JetBlue or Ted Baker and wraps up with figures to show that being a valuable brand has clear, quantifiable economic impact and those that achieve it reap monetary results.