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Belief and Meaning Should Be Every Brand’s Holy Grail
By: Cindy Wendland
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Clarity comes at unexpected times. Today it came on a bike ride past an office building. At first glance, the brain fills in missing letters with what it knows, and the sign was read as "Redbox." On further inspection, the office building sign was actually nonbox, with the tagline “Helping People Trust Brands.” Intriguing.

The rest of the bike ride was filled with thoughts about trusting and branding. Do we trust brands? Do we believe that brands deliver on what they promise? Do we really believe that “Snickers satisfies”? Do we really believe that according to Nike we should “Just Do It”? Do we really believe that “We’re in Good Hands with Allstate”? Apparently not if a company makes it their mission to help people develop that trust.

Some research on nonbox was revealing. First off, it is run by Bill Eisner. He is a creative genius in Milwaukee and founder of the Eisner Creative Foundation, which is cultivating creative talent in the city. While this is not a plug for his company, it is a plug for the beliefs he shares in his blog.

According to Bill Eisner on branding, “Here’s what I know about branding; creating belief or emotion is more powerful than imparting knowledge. Belief leads to trust. Trust leads to loyalty. Loyalty leads to community, evangelism, repetitive purchases and growth.

When people say, “Perception is reality,” [what] they are really saying is, “What I believe is my reality.” The customer’s reality is what really matters from a marketing standpoint. That’s why creating belief and meaning should be every brand’s holy grail.”

Take these thoughts, run your brand and your strategy through them, and see where you stand.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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