What You Think of Your Brand Doesn’t Matter

Last week, Fire Enterprises (FEI) marketing maven Marka showed the FEI tribe how to create a killer tagline. This week, she explains why customer brand perceptions matter, how to discover what these perceptions are, and how to change them. Remember, fire = print.

Zoot raced into the FEI conference room, holding a bunch of baseball caps. “Check it out, guys!” he said. “I got the FEI logo printed on 50 hats for just $100 Drachmas. Doesn’t our logo look great? I love our new brand—it really connotes the dependability and innovation we want to be known for.”