Internal Branding VS External branding
Very few marry people because of their looks, and the clothes they wear.
When you commit to another human being, you obviously examine many other qualities and values.
Brands are human. When customers commit to them they consider deeper qualities.
They appeal to us just like a smiling, kind, smart person would.
And the loyalty we develop for brands is a long lasting one.
So why do so many marketers pay attention only to the external manifestations of their brands?
We must pay much more attention to the internal brand, not the external.
Products offer and perform a variety of functions. While brands offer value.