Brand Identity and Signal Detection

Nov 08 2013 Published by neilgains under branding

“Turn up the signal, wipe out the noise” – Peter Gabriel, Signal to Noise

Successful marketing builds the physical and mental availability of a brand. Robert Woodruff, former Chairman of Coca-Cola once said that the brand should be “always within an arms reach of desire”. Coca-Cola does a great job of building physical distribution. How do brands build salience in customers’ minds? The key is to create a rich network of relevant associations with the brand and ensure that the brand’s signal is always heard above the noise of the marketplace. Read more »

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