Last week I wrote about the brander’s paradise that is South Beach. This week, I spent some time in Manhattan, which most would think of as a brander’s paradise.

But right now I only feel fatigue. And I’m not just talking about Times Square.

Manhattan, everywhere, overloads the senses. Every possible square inch of space has a message, from the glitzy store fronts on 5th Avenue, to the small restaurants with only a few tables, to the apartment buildings offering “superb” rentals. You can’t walk even a block without being overwhelmed by logos for coffee shops!

How do you choose?

Clearly, a budding Manhattan brander must go WELL beyond the awareness – consideration – preference mantra that has been drilled into our heads since our first marketing classes. Yes, you must get the customer’s attention. But that is only the start. The product benefits must, of course, engender loyalty.

But survival requires commitment. And for that, the experience matters.

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