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From the lens Business Therapy and the New Brand.

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  • davidscohen Jun 24, 2008 @ 5:45 pm | delete
    Transcendent brands: Today's supposition is that the best branding is that which transcends the category for which it is known. Brands are suggestions - ideas put forth by companies that set expectations. The expectations are ultimately judged by consumers. However, the best, most loyalty-inducing brands do more than merely create product or service expectations, expectations tied to satisfaction and suitability to task. No, the best brands create transcendent expectations that speak to values and emotional needs. Brand expectations that promise belonging and community, and individual expression and empowerment drive loyalty for companies that can also live up to those promises. Apple has created such a transcendent brand - we're not loyal to any individual iPod, in fact we gleefully sell the old one on eBay as soon as the delicious new one is available. Our loyalty is to the values that Apple espouses and our own sense of enrichment.

    Which brands do you consider transcendent?

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davidscohen

Hi I'm David Cohen and I am the founder of Equation Arts, LLC, a brand strategy firm in Atlanta, GA. My clients call me a business therapist, but I like... more »

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