Brand Haiku #11: What are Brands Best at?

· Creating choice — you cannot be chosen unless you are a choice

· Simplifying complex purchasing decisions

· Signaling assurance and guaranteeing quality

· Commanding a price-premium

· Developing long-term customer loyalty

· Organizing markets for customers

· Communicating leadership

There is no other asset, whether tangible or intangible, that can deliver this much value.