Re: Branding?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Wed 8 Mar 2000 13:16:22 -0800

PATRICK GAMBLE WROTE:
> Most of the money being poured into 'branding' by
> dot.com companies is being wasted.
>
> Why? Because it is being spent on a model that doesn't
> apply to the Internet, the model that was appropriate
> to the promotion of a FCMG product in the old world.

While that is true, it's a tad misleading. Yes, the
old model doesn't work. But more importantly, it's
due to the lack of understanding as to what branding
is -- and is not. Because so few of those agencies
truly understand what branding is, they tend to lump
it in with awareness, which is why they think that
psating a banner anywhere they can is "branding of the
web."

> One of the characteristics of the old world was a
> limited number of channels to the consumer, so that
> with enough money, a dominant brand could drown out
> its competitors. That soon will not be possible.

Excellent point -- and very true. This is what I call
the "Media Implosion" and is so misunderstood, I
devote a whole chapter to it. Nice shooting, though,
Patrick, because you obviously have a good handle on
the big picture. Not many see it as clearly as you do.

> I suggest a revision of Lord Lever's famous dictum.
>
> '100% of the money spent on advertising is wasted.
> The trouble is, I don't know which 100%'.

This is the only point on which I disagree.
I think it was 50%.

Rob Frankel

Rob Frankel, columnist, consultant, author of
"The Revenge of Brand X" -- sneak preview at
http://www.revengeofbrandx.com
Big Time Branding (SM) http://www.robfrankel.com
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Received on Wed Mar 08 2000 - 15:16:22 CST