What Makes A Business A Brand

I recently spoke at a Vocus users conference in Baltimore ... it was a small business boot camp where I covered topics from my latest book about small business marketing.  During the conference, the great folks at Vocus interviewed me about how small businesses can do their own marketing.  DIY Marketing, as they called it.

One of the key tenants of my interview is how a small business, or really any business, can become a brand.  The critical difference is the emotional connection with the customer.  As soon as the customer starts thinking of your business beyond just its functional benefits, then you have the making of a brand.  The deeper the emotional bond, the better the brand and the brand experience.

You can read the full interview here - which is all about turning a business into a brand.  Vocus also conducted an interview on the same day with five marketing "experts" and I am honored to be among them here!

Would love to hear what you think ... what's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU