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Branding Quotes: Brand value is very much like an onion. – Edwin Artzt

Branding Quote : Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end. – Edwin Artzt

Edwin Artzt, at age 78

Edwin Artzt, at age 78

Who is Edwin Artzt?

Edwin L. Artzt, at the of age 78, has been a director of Gamco Investors since May 2004. he has served as a senior advisor to GGCP, Inc. since September 2003 through December 2008 and was a senior advisor to Kohlberg, Kravis, Roberts & Co., a private equity firm, from April 2001 to April 2008. He was the Chairman of the Board and CEO of The Procter & Gamble Company, a global manufacturer of consumer products, from 1990 until 1995. He has also served as the senior director of Barilla S.p.A. Italy from 1995 until 1998. Mr. Artzt is a former director (retired) of American Express, Delta Airlines and GTE. (Source: Forbes)

Discussing the Quote

The ‘Layers’ as well as ‘Core’  of the so-called ‘Onion’ (referred from ‘Brand Value’) in the above quote are actual consumers or users of a Brand. The deeper the Layer of the Onion, the greater bond is present between the consumer and the company. At the core though, are the consumers with utmost loyalty who would stick to the brand forever.

Today’s Quote specifically suggests that Brand Value cannot be built in a day. It is a long process of building inseparable attributes in consumers mind. Consumers take time to adjust and bond well with a brand. They, like any other child, need to be taken care of, served well and be communicated as well as educated with the correct knowledge at every touch point. Over a period of time, as the brand ages, the loyalty within their minds evolve into an inseparable bond. It is hence essential to know that a Brand Value cannot be created by the company alone, it requires to be co-created by the consumers too.

Let us know, what you think Brand Value is.

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