Summary of Chapter 3 – Marketing the Mission to the consumer

Consumers become the new owners of a brand
When a new brand enters the market, the consumers automatically decide if the new products/services are sophisticated enough to fulfill their expectations and needs. When the expectations are met, consumers will identify with the brand and they are going to protect “their brand” in order to keep it the way it was. Prior examples of successful brands, such as IKEA demonstrated that their modifications were rejected by their consumers as they were already strongly connected with the original.