... key phrase in this model is ‘the brand learns’. Brand activity is not enough, customer interaction is not enough. The quest for the holy grail of branding is about understanding how these two thingsinteract, ... customer’s expectations and so help36íDefining the brand PETER CHEVERTON HOW COME YOUR BRAND ISN’T WORKING HARD ENOUGH ?THE ESSENTIAL GUIDE TO BRAND MANAGEMENTFairy LiquidFairy Liquid held a ... through branding lie not in FMCG, but in retail, B2B and serviceenvironments.This book will provide you with an understanding of what brands can do for your business and how a brand can become...