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the brand is the
wonder child of marketing
This is how a personals ad of a product would sound: “excellent product, looking for serious customers, for a long term relationship”. And it would only be telling half the truth, because all products actually want a marriage for life with the customer, without possibility of divorce. To achieve this goal they only have to become brands. It’s that simple.

Branding is one of the most valuable marketing strategies because it transforms the meeting between the client and the product into a long term personal relationship, in which the client invests time and emotions. This is why, as long as the brand keeps its promises and remains relevant in the market, clients will stay loyal. This gives a brand significant advantages over competing products.

The success of a relationship between consumer and brand isn’t just the sum of all marketing activities or the result of product enhancements or communication strategies. It can only be achieved through commitment and passion.