Sustainable Marketing Starts With Building Trust and Loyalty

Boosting your brand ego is creating a missed opportunity for connection

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Editor’s note: Today’s column is the fifth installment in Jonathan Hanson’s sustainability series.

Brand equity is a term that sounds like it’s rooted in the world of finance. In some ways, it is, because it’s all about creating value on the perceived quality of a brand, regardless of the actual quality of the product or service.

This perceived value is what creates big margins for shareholders and is created by the emotional associations with the brand, often through great marketing or scarcity.



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