What is a brand?

The brand formula is:

(Expectation) * (emotional power) = Brand

Some brand formula examples:


(Expectation of answers to questions) * (very consistent & useful)= Very powerful brand.

Seattle Times:

(Expectation of news) * (pretty consistent, decent news writing) = Solid brand.

Wells Fargo:

(Expectation of banking services) * (random fees, too many upsells) = Weakening brand.


(Expectation of outsourced services) * (good quality, but new) = Weak but growing brand

Joel Gross:

(Expectation of online marketing expertise) * (new to market) = Almost no brand

What is your brand?

Published by

Joel Gross

Joel Gross is the CEO of Coalition Technologies.