I think if one was to look at what makes a brand valuable is s
imply the fact that they have a belief system, an ideology, a unique language, a world view, which is created consistently over time, and which speaks to something deep and to fundamental human needs. Here the example of Hutch comes to my mind. It is an extremely difficult brand to build because it is absolutely intangible in nature. Unlike other service industries like airlines or hospitality, where services might be intangible, but can still be manifested in many tangible forms. There are aircrafts, there are hotels and then there are people with uniforms – so in a nutshell there are many points of interaction and that too with something that is so intangible in nature. However, in the case of a telecom service, there is virtually no tangible point of interaction.
imply the fact that they have a belief system, an ideology, a unique language, a world view, which is created consistently over time, and which speaks to something deep and to fundamental human needs. Here the example of Hutch comes to my mind. It is an extremely difficult brand to build because it is absolutely intangible in nature. Unlike other service industries like airlines or hospitality, where services might be intangible, but can still be manifested in many tangible forms. There are aircrafts, there are hotels and then there are people with uniforms – so in a nutshell there are many points of interaction and that too with something that is so intangible in nature. However, in the case of a telecom service, there is virtually no tangible point of interaction.
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