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The Five Most Important Letters in Branding
By: Rod Ebright
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The practitioners of any pursuit — be it science, engineering, performing arts, or competitive athletics — know that you must master the basics.

And when you lose sight of the core principles of your craft, you fail.

In branding, the most fundamental truth is that the customer owns the brand. Every successful brand has delivered a compelling response to these five letters that represent the consumer's perspective: W.I.I.F.M. — What's In It For Me?

Answer the W.I.I.F.M. piece of your branding puzzle and you'll give yourself a clear path to your perfect brand solution.

Copyright © 2012 Rod Ebright



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About the Author
Rod Ebright, Director of Marketing & Development at The Granted Wish Foundation, is a marketing communications strategist and creative director who also conducts workshops and retreats on the creative process. He conducts an annual three-day Creativity Retreat (October 12–14) in the Hocking Hills of southeastern Ohio. You can connect with Rod at RodEbright.com and follow him on Twitter.
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