• ANA Blogs, Tuesday, February 7, 2006 12 PM

Brand building isn't what is used to be. These days, CEOs expect brand building to be more than just getting consumers to be aware of--and then purchase--a product. Today's CEOs expect brands to build the business, to generate higher revenues and profits. The only way to achieve those lofty goals, according to Association of National Advertisers President-CEO Bob Liodice, is to reinvent brands as a way to keep them relevant to the ever-changing needs and desires of consumers. And brand reinvention begins with innovation. As an example, Liodice cites the success of the Apple iPod. The digital music player "has totally reinvented the way music is acquired, played and enjoyed," Liodice writes in his blog. "In fact, industry analysts are now talking about the 'halo' effect of the iPod. They're predicting that continued sales of iPods to Windows PC owners will eventually translate into increased Mac sales. And they're beginning to see a steady stream of first-time Mac buyers at the Apple retail stores. That's the power of innovation to build brands and business!"

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