Building Brand : How is more important than What

Jennifer Rice says that it is “How” one does business that is more important than “What”. It is more true in today’s world where the products become commoditized at a faster rate, the level of competition keeps growing and the customer expectations keep rising like there is no tomorrow. The “how” which can be termed as strategy for a company needs to be reflected in all the aspects of a firm. Revenue generation, Operational Performance, HR, Marketing and PR should all revolve around one single mantra and then automatically a brand is built. One example which comes to my mind is SW Airlines where all the aspects of the business encompassed “No Frills Airline” . Or take the popular example of Google. In the search space, Google brought in the page rank algo, displayed a new “How” and thus became one of most successful companies.