John Wang, Chief Marketing Officer of HTC, as quoted in Fast Company (September 2008)
“Let me share with you how we think about brand. There is a very important difference between brand value and brand recognition. Brand value means something to the end user. Brand recognition, all it means is a bunch of advertising to make people recognize the brand name. At HTC we care about brand value, not brand recognition. Building brand value is like earning respect; you have to earn respect, you cannot buy respect. And the way to earn respect is by continuing to deliver innovative products and creating value for the market, and that has to be done time after time again. It is a journey.”
Check out the rest of the article on innovation at HTC.
Good stuff.
Also noteworthy is how disproportionate the “earning respect scale” is compared to the “losing respect scale”.
I see the first more like a slope. The second like a vertical line.
peace|dewde