I’m not a classically trained marketer, so I don’t really understand how branding works. Why do people sign up for a credit card because Charles Barkley appears in a TV commercial? How does Alfa Romeo sponsoring the Super Bowl halftime show increase car sales? And why does my public utility have to brand itself at all?
None of this makes much sense to me, and yet branding — when done correctly — clearly drives immense value for companies.
