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@AhsanDeliri asked me during the podcast interview whether I was worried about negative branding due to our aggressive *push* marketing initiatives. The short answer was and is no, but I did not elaborate. I really think branding is a waste of time EXCEPT with ones customers.
Branding to non customers is a recipe for wasting money. Once someone buys from you, take care of them unrelentingly. Do what you need to do to sell. Let success or failure guide you and not preconceived notions of brand image.
I communicate with a lot of marketers and am struck with how afraid they are to actually sell. Fear is a mind killer. You cannot build a brand with non customers. My advice? Get the sale and then worry about developing a long term relationship with those customers.
Brand loyalty is fleeting because of issues experiences like @normonics had with Home Depot. Brand AFTER you get the customer, not before...this will save your focus and save you tremendous amounts of money. Those selling branding are frauds.
