Building your business by building your brand
by Roger Sametz for InvestmentNews
A strong brand generates a competitive advantage. Although performance, offerings and service will always inform constituents’ decisions, a strong, well-defined brand can put these specific drivers into a larger context—one that can help a firm to build the trust, confidence and relationships needed to compete in a landscape of almost uncountable options (many seeming quite similar) and to weather inevitable ups and downs in performance.