Developing and maintaining a strong brand for a service is significantly more challenging than developing and maintaining a strong brand for a product. Why? Because a service is less tangible, more ephemeral—and often involves multiple “touchpoints” that really determine the “brand experience.”
What makes a strong brand? (more…)
Much of my work over the years has been with “service brands” — brands that are not tied to a particular product, but to the delivery of some type of service — educational services, health care services, energy services, engineering services, consulting services, etc.
Developing and maintaining a strong brand for a service is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why? (more…)
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