DDB on Why Brand Matters

For those of you who watch "Mad Men", you are no doubt familiar with DDB, the ad agency co-founded by the legendary Bill Bernbach. In a recent DDB whitepaper, entitled "Brand Personality", the authors explain rather eloquently why "brand" matters:

“It gives much food for thought that the brands with the best direct contact to their customers often have quite low advertising budgets. Apple, Virgin and Converse are a few examples that spring to mind. This does not mean that they do not invest resources in their behavior; instead they use their energies in alternative ways. The three companies have control over their entire value chain to such a degree that consumers have their perception of the brands confirmed wherever they encounter them. At the same time, these brands are felt to have a presence in the world in almost the same way as their customers. You sense that they are enthusiastic about what they do.”