The world's largest hotel chains spend billions on marketing, yet if you closed your eyes inside their rooms, you couldn't tell them apart. Meanwhile, a $200 sneaker company can instantly make you feel something about who you are and what you stand for. Why? Marketing legend Seth Godin reveals it comes down to the difference between having a logo and building a true brand.
Seth Godin revealed three transformative insights about modern marketing that every business leader needs to understand:
First, there's a crucial difference between having a logo and having a brand. As Seth illustrated with his hotel analogy, "If Nike opened a hotel, we'd all know exactly what it would be like. If Hyatt made sneakers, we'd have no clue." A true brand makes a distinct promise and sets clear expectations. The real measure of your brand isn't your logo or slogan – it's how much extra people will pay above the substitute. If customers won't pay more for your offering versus the competition, you don't have a brand; you have a commodity with a logo.
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