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Vivek Joshi
Director & CEO @ Exc... • 23d
Brand ≠ Revenue | Revenue ≠ Brand Nike didn’t become Nike because it sold shoes. It became Nike because it created meaning. But here’s the trap: building a brand doesn’t guarantee revenue—and having revenue doesn’t mean you have a brand. 📊 According to McKinsey, 71% of consumers prefer to buy from brands they recognize—but recognition alone doesn’t drive repeat purchase. 📈 A Shopify study found 41% of first-time ecommerce brands hit $1M in revenue without any real brand presence—driven by paid media arbitrage and impulse purchasing. Most plateau or vanish within 18 months. The distinction? ✅ Revenue = conversion ✅ Brand = connection Revenue can spike through short-term tactics (discounts, virality, PPC). Brand sustains through story, trust, and emotion. 🧠 Harvard professor Gerald Zaltman found 95% of purchase decisions are subconscious. Brands that win embed themselves in those unconscious cues—beyond price or features. So yes, sell—but also mean something to your customers.
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