Viikon lainaus - quote of the week. A brand needs five key attributes:

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Sir Keith Mills, the businessman who created the Air Miles and Nectar reward programs in the UK, is quoted in The Times’ article as follows,

“You can’t create a brand with just great adverts. That is important, but it is more than that. It’s about the product, how it is packaged, the people who produce it, make it, distribute it. It is about the customer service that goes behind it, it’s about a whole combination of things that people in the business call brand attributes.”

But to get from good to great, Sir Keith suggests a brand needs five key attributes:

1. A distinctive personality
2. A name that is so well-known it is synonymous with the product category
3. A great product
4. The trust of consumers
5. And, last, but not least, such a strong relationship with consumers that they become advocates for the brand.

And part of what creates that relationship is that people who work for the company “understand what the brand means and are passionate about it and they really believe it – they live it.”