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| FUSE's Neil Bathon looks into his crystal ball for 2011. |
Looking into his crystal ball, Fuse Research Network founder Neil Bathon believes another three firms will embrace the importance of brand and be rewarded for it in 2011.
Only three?
According to Bathon, "Investment firms are, by and large, so short-sighted, narrow-minded and reluctant to change that only three of them will really come to appreciate the positive impact of developing and promoting a true/real brand. Firms consistently mistake brand for awareness/advertising. I can’t tell you how many firms have told me they don’t really have a “brand” which is obviously ridiculous. So….I believe deeply/fully in “BRAND” and think it will be an increasingly important differentiator but, alas, many just don’t get it."
According to Bathon, "Investment firms are, by and large, so short-sighted, narrow-minded and reluctant to change that only three of them will really come to appreciate the positive impact of developing and promoting a true/real brand. Firms consistently mistake brand for awareness/advertising. I can’t tell you how many firms have told me they don’t really have a “brand” which is obviously ridiculous. So….I believe deeply/fully in “BRAND” and think it will be an increasingly important differentiator but, alas, many just don’t get it."
Do you have feelings on on the importance of brand? Post comments below.
You can read FUSE's top 10 trends for 2011 by clicking here.
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