Clients make products that do something. Advertising agencies turn products into brands. The process of branding creates a personality for the product that turns into an enduring image. Brands are the sum of the emotional feelings a customer has about a product. Branding is all about trust ... customers trust the quality, they trust the value because they trust the image. Customers trust that a brand says something about them that they want said about themselves. In today's complicated world of besotted advertising it is ever more difficult to create a brand. In fact, it takes a fully integrated communications approach to achieve an enduring brand. Notwithstanding the need for a total-communication approach, the advertising agency remains the safekeeper of the brand as it is the agency that, year in and out, makes the images that sustain the brand personality.—R.P.
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