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Build Your Brand as a Relationship

Harvard Business Review

By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty. Al Ries and Jack Trout capture the essence of this model in their classic book Positioning: The Battle for Your Mind. But in this social age, brands are the relationships.

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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

In response, a growing number of experience design agencies (mine among them) are creating “experiential brand homes” like the Guinness Storehouse in Dublin — physical destinations (think of them as theme parks for the brand) that engage customers and build loyalty. Start in the heart. One unifying theme.

Brand 8