2. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate you may use any or all of this presentation for commercial use. Attribution would be nice though. Revisions and additions are very welcome and can be emailed to me at huntingtonr@mac.com
3. A brand is the sum of all the associations about a product, service, or organisation that live inside a consumer’s mind
4. The richer and more focused the associations the more powerful the brand
5. You don’t own your brand…your consumers do. Without the associations in their heads all you have is a product, service or organisation
6. Your job is to shepherd, marshal and direct all those associations so that they are richer and more productive