why build strong brands? to get a better bowl game.

watching the BCS lineup announced last night was a good reminder of why it's good to build a consistent brand. there were 5 teams that went undefeated this year, but when it came time to choose the two schools who should play for the national championship game, the computers did the same thing shoppers do when they reach for a product on the shelf: they went for the brands they know (in this case, alabama and texas).

the lesson? a brand's value is not built overnight, or even over one football season. fortunately, a brand's value doesn't diminish overnight either (though the vp of marketing for Fotomat might disagree).

of course, the other lesson is, don't name your product "the horned frogs."

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