Dartmouth’s Keller Builds Brand Resonance Block by Block

Geoffrey Precourt

Kevin Lane Keller, the EB Osborn Professor of Marketing at the Tuck School of Business in Hanover, NH, has written, "Brands fail for a number of different reasons. But one of the biggest is that people fail to grasp the importance of a well-articulated brand that customers can identify with."

Strategies that build, measure, and manage brand equity must be deliberate: "How many people propose on the second date? It just doesn't work that way. Companies need to approach the idea of shifting their brand strategies with the same kind of caution.

"You don't spend ten years appealing to middle-aged women and then suddenly turn around and start trying to connect with 25-year-old women. You're almost certainly going to alienate the people who have an investment in your brand, and there's no guarantee you're going to be successful with the new group."