O'Reilly logo

Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most by Bolivar J. Bueno

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 2

Companies Don’t Build Brands, Customers Build Brands

What makes a brand a brand? Is it the logo? Is it the language? Can we chalk brand creation up to color choices, product placement, and renting the perfect billboard?

All of those things are important, but none of them builds your brand. What builds a brand is customer attention. If no one knows you’re in business, you’re not in business. If no one is paying attention to what you’re doing, you have no customers. If you have no customers, you have no brand.

That’s not what you want to hear—especially if you’re the person who is in charge of the time, energy, and resources that your organization puts into building your brand. It’s dis-heartening to learn that your perceived control ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required