Bridging the Gap
There exists a gap between how consumers perceive your brand and how you want them to perceive your brand. Bridging this gap is marketing.
Building a bridge provides a good analogy. To build a bridge, you need a starting point and an end point. Each end must be built on a solid foundation. The structure between demands design and execution that will endure whatever comes its way.
And lastly, the bridge needs to take people someplace they want to go.
So next time you think about your brand, focus on the gap and the bridge to be built.