7 BRAND IMPACT AND BRAND SUCCESS
In this chapter we’ll start to look at what makes your brand successful amongst your audience. We’ll look at how customers want to feel about your brand and your engagement with them. We’ll talk about how companies like Dell have used this to their advantage and obtained measurable financial results. We’ll also look at how companies adopt policies and guidelines for their staff. We’ll look at good and not so good examples of policies and innovative ways of getting the message out. We’ll talk about legal aspects and consider some potential issues around intellectual property and copyright. Finally, we’ll look at established brands and how they tackle brand migration. Some have managed this brand shift very successfully, others less so. We’ll have a look at some things to consider in the digital world if you feel that you want to do the same.