Today I was introduced to Marty Neumeir by a friend.
By introduced, I refer to his brilliant work.
In his book The Brand Gap, he illustrates the difference between a charismatic brands and ordinary brands. To make his point, he writes:
An editor of Windows magazine, Mike Elgan, illustrated the difference between ordinary brands and charismatic brands in two succinct sentences: "Microsoft CEO Steve Ballmer is famous for a crazy video in which he yells I-Love-This-Company. With Apple, it's the customers who shout that." This may explain why BusinessWeek's top-100 survey placed Microsoft's brand value at only 17% of it market cap, and Apple's at an impressive 66%.
The premise, a brand is not what you say it is, It's what they say it is.
A good reminder to us all to look outside of ourselves whether it be individually or an organization.