Re: Branding?

From: Mary Beth Merrin <mbmerrin_at_his.com>
Date: Wed 8 Mar 2000 08:13:38 -0500

I thought the March 7 discussion on branding was quite
stimulating. Here are my thoughts.

I think there is something in the point made that the
real point of branding is not just to make customers
choose you over competitors. Rather, strong branding
makes customers see you as the only solution to their
problem.

As I see it, this is an important distinction. It
suggests, furthermore, that if you get to the point of
being seen as the only solution to your customers
needs, then you have a customer base of evangelists
(like Apple). What does this do for you? It makes your
customers a valuable extension of your sales force.
WOW! Now that's brand impact.

Mary Beth Merrin, Ph.D.
President, Decision Making Research






Received on Wed Mar 08 2000 - 07:13:38 CST