by Dustin Geddis

What happens when a brand builds it’s brand strategy around it’s product? Failure. A company can spend billions making a product that’s best in class, advertise it, promote it, endorse it, but if audience perceptions of the brand are negative than all that money in the world won’t cause them to buy your product.

A product-oriented brand strategy is doomed to fail. People buy from brands they trust, value, relate with. Sell the company—values, culture, employees—not the product. That’s what your audience is really buying at the end of the day.