I just stumbled upon this site saying, "A successful brand is the cornerstone of future profitability." This is definitely why the image and brand of a company is so important. For many companies, it is too important to be put out in the world for others to define.

But I think this is a huge, but common misunderstanding.

Of course, you can create a brand, the way Apple makes sleek-looking, fast-working technology. Or the way Disney creates family-friendly experiences. Or the the way Wal-Mart offers low prices.

But if I, the customer come along and associate Wal-Mart with dirty aisles, then I forget that Wal-Mart offers low prices. And then perhaps, I'll decide that Target's prices are just as low and I'll shop there.

If I go on the internet and tell the world that I shop at Target because Wal-Mart has dirty aisles, and more people agree, then in our minds, Wal-Mart offers dirty aisles.

And in my example, the people at Wal-Mart can see me repositioning their brand and say one of two things:

1. "We don't offer dirty aisles. We offer low prices"

2. "Hello world. We heard what you said and we're cleaning up our aisles. And by the way, we offer low prices."

In scenario number one, Wal-Mart is still known for dirty aisles. In scenarion number two, Wal-Mart has low prices, is responsive, and offers a clean shopping experience.

In the end, I believe that you can create a brand. However, perception is everything, and your customer defines the brand according to how it is being percieved. The internet is a great tool to assess how you are being percieved and seeing these perceptions gives any company the opportunity again and again to recreate the brand.