[originaltext]W: Tonight, we have the privilege to have Mr. Robertson, presiden

W: Tonight, we have the privilege to have Mr. Robertson, president of Tomorrow Media Corporation to talk about building brands. Welcome, Mr. Robertson.
M: Thanks.
W: First question: is building a brand any different today than it was 20 or 50 years ago because advertising media have changed?
M: In many ways, I don’t think it is. (19)You’ve got to represent what that brand really is, and that doesn’t change because the media changes.
W: You always tell the advertising managers not to forget that the consumer is the boss. Why is that?
M: When new chief marketing officers come in, they want to put their own stamp on things. (19)They’ll make changes that might not necessarily be the essence of the brand. That is wrong.
W: Give an example, please.
M: Take an example from brands of ears.  Volvo is safety. Every once in a while the Volvo officers want their cars to be known as beautiful or sporty. But that’s not what people think. People think, "No, Volvo is safety. "
W: What is your suggestion to this?
M: (20)You have to be consistent in your brand building through all the media that you use, whether it’s the Internet, traditional advertising,  word of mouth, conferences or product placements.
W: The brand competition is now on the fire, what’s your suggestion?
M: (21)The best way is to position your brands to be different from another.  You need to avoid having brands represent the same thing, and consumers are not able to figure out which brand is which.