Many people think building a brand is pretty much about building the image around a product. I think otherwise. Building a great brand starts from building a great product. And I strongly believe that a great and sustainable brand is determined mostly by the product itself: its performance, design, its specific attributes. The product, or the real performance is what lasts after consumers experience it. The brand in consumers’ mind is only complete after people have experienced it, not before.
The implication is that brand thinking must better be born before the product itself. Thus the job should not be left alone for the R&Ds or the Marketing team, but the whole team to input their own POVs of how to great exceptional product that people desire for.