While attending a market research seminar recently, I noticed the cellular phone company employee sitting next to me pulling out her phone to place a call. I commented that the phone was made by one of her employer's competitors. "Oh I don't actually use our phones," she laughed. "Too unreliable."
It's unlikely that any of the people who overheard her comment will ever buy one of the phones that her company makes either.
An organization's brand is one of its most valuable assets and what differentiates it in the marketplace. As this story