You don’t own your brand. Your customers do.
Most business owners who have some understanding of branding already know this. But here is another reason you are not fully in control of your brand: it is also the product of your environment. You are part of a brand ecosystem.
Don’t believe me? Think about Japan. Are you old enough to remember when “Made in Japan” was not a good thing? And yes, I mean long before the Toyota fiasco. How about now? Japanese exports are perceived as premium products.
Wine, electronics, cars, clothing, the list goes on. How . . . → Read More: The Canadian Brand Ecosystem