Brands or humans, with whom does the
power lie?
True, brands change lives. They define ambitions, reflect aspirations
and house expectations. They give consumers identity, attitude
and status. They convert consumers into believers and maintain
loyalties.
As much as brands change people, it is only people that change
brands. On an obvious level, it is the consumer who demands
better deliveries from brands. By using the currency of choice,
people ensure that their brands maintain and even exceed expectations.
This dual force of brands and people result in commodities and
products breaking the lethargy of parity.
However, brands don’t have minds, they don’t have
arms and legs and surely don’t have a soul. A brand is
only as good as the custodians behind it. It is the brand custodian
who ensures that the brand succeeds in the battle at the marketplace
and for the mind of the consumer. The custodian is the shaper
of the brand’s destiny.
This year, SLIM Brand Excellence focuses on the eternal spirit
of the human, to better oneself. By being your own toughest
critic, your own greatest competition and your own judge, SLIM
Brand Excellence 2007 invites you and your brand to outshine
yourselves and step into the spotlight to prove yourself, to
yourself.
