Branding is what your customers say it is

To begin with, we need to know the definition of brand. "A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers." (American Marketing Association).

So how about branding? It is not just a logo, "branding is endowing products and services with the power of a brand"said by Kotler & Keller.

As the video said"When people use your brand as a verb, that is remarkable", for example,"google it", "skype your family", "photoshop your picture", which means everyone has acknowledged your brand. Achieving this goal is not an easy work, the main reason is that we have to spend a lot of time listening to the groundswell of customers. 

Listening to the groundswell reveals new insights. Understanding customers' habits and preferences can make brand owner get beyond the bias of surveys and the limitations of focus groups. Nike did well in this point,  which is one of the reasons for their success.

Listening to the voice of customers is also reflected in the custom shoes. Everyone wants to be unique, so Nike launched custom shoes to help people achieve their colorful dreams. You can design the upper, the bottom, the swoosh, the midsole, whatever you want. And Nike will also put their customers' preferences into the design concepts of their new products.

Last year, a company carried out a survey, it showed that 82% of the surveyed people were satisfied with the design of Nike's basketball shoes and 52% of the surveyed people prefer Nike when they decide to buy a new basketball shoes. Although the target customer for this survey did not elaborate, it still reflects the trust of consumers in Nike.

Nike shoes have all the functions that a person should be in search of. With stylish style along with the use of durable supplies, this ensures that you simply will probably be getting an incredible excellent product that you is going to be in a position to utilize for a extended time.  Nike is determined to keep at the front with regards to technologies.

People like innovation, Nike pursues innovation. That's why people choose Nike!

Based on the article from Gavin James,there are 4 Key strategies for delivering a customer experience people celebrate：

• Understand how to delight your customers using Voice of the Customer.
• Deliver on your brand promise with a customer-centric culture.
• Offer highly relevant experiences and better anticipate needs using predictive analytics.
• Increase emotional connection to your brand.

To put it in a nutshell, a brand is not simply a logo, a tagline, or even a product. It is an experience. And it's not what you say it is, it's what your customers say it is.