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And didn't he ever? Henry Ford knew how to build great brands. Build great cars. When people talk about the tarnishing of the Virgin brand, they're not
thinking logos, or colours, or tone of voice. They're thinking trains. As
Branson himself said: 'Brands are not built on products, but on
reputations.' Henry Ford had a reputation for building great cars. They
were reliable, easy to drive, and affordable. They gave customers what no-one else at the time could - what customers
wanted. The problem is, everyone makes cars for the great multitude now. So how
can you make your car company stand out? Or your bank, or your software
company, or your IT consultancy, or your telecoms company, in the midst of
so much homogenisation, so much commoditification, so much six of one half
a dozen of the other.... One way is by saying, clearly, concisely and engagingly, what is
distinctive about you. How you have what they really really want, in a way
that no-one else has. How you, uniquely, add value. This is one of the things we do. In order to do it, we write.
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