Magazine article Marketing

OPINION: Bring a Strong Brand to Market or Watch Customers Walk Away

Magazine article Marketing

OPINION: Bring a Strong Brand to Market or Watch Customers Walk Away

Article excerpt

Greetings from a snowy Riga where I am running a two-day session on branding for Latvian companies. I arrived to discover that, by way of a very Baltic introduction to the session, the organisers had drafted a delightful parable to explain the importance of branding.

Aleksander lived in Liepaja. One weekend he decided to travel to Riga to find a wife. On Friday night he met a beautiful girl called Alina.

They sat and talked and finally Aleksander asked her to marry him.

'Why should I marry you?', she asked. 'Marry me because I am tall, 175cm.' Alina thought about this for a while but then she saw another boy on the dance floor. She stood up and began to walk away. 'Why will you not marry me?' asked Aleksander. 'Because that boy over there is 5cm taller than you so I should marry him instead,' she replied as she disappeared.

On Saturday night Aleksander met another wonderful girl called Sandra.

They sat and talked and finally he asked her to marry him.

'Why should I marry you?' Sandra asked. 'You should marry me because I am rich, I have 50 Lats in my bank account,' said Aleksander. Sandra agreed immediately and off they went for a celebration dinner. After their meal Aleksander received a bill for 45 Lats. As he was paying the bill Sandra began to walk out.

'Why are you leaving me?' asked Aleksander, 'I thought that we were about to get married.' Sarah looked sad and replied: 'I wanted to marry you for your money but now you don't have any left so I don't want to marry you any more'. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.