IanSchafer

IanSchafer

1p

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14 years ago @ Hard Knox Life - A Case of Why Brands N... · 0 replies · +1 points

Being "awesome" every once in a while earns you goodwill -- deposits in the emotional bank account -- that can be drawn against when needed (i.e. when you break a guitar). Little things like this define who you are as a brand. For example, who would you define as a better person -- one that donates to a charity in one large lump sum once a year, or one who gives a little bit *very* often? Of course, that's subjective, but so are humans. When companies behave (well, or poorly), humans subjectively analyze their behavior and draw conclusions. Being awesome, or doing awesome things once in a while, will contribute to the conclusion that you'd *like* your consumers to draw.