Amazon tops Walmat in Ranking of Most Valuable Brands reads the headline.
Whoopdy for them. But don’t surveys like this miss a fundamental point?
Valuable is a function of currency.
Valued is a function of consistency, customer-centricity and concrete branding.
Brands shouldn’t be aiming for valuable.
They should be aiming all of their efforts at valued.
Because, in doing this, they’ll be forced to understand their customers and where the brand fits into those people’s lives, how it adds value, builds loyalty and continues to remain relevant.
Brands that are valued endure.
Brands that are merely valuable? Let’s talk after the end of the recession…