Re: self-branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 30 May 2000 08:14:31 -0700

MARCIA YUDKIN <marcia_at_clickz.com> WROTE:
> "Self-branding" is really only a trendy way of
> saying "famous" or "well-known"

TO WHICH ROB FRANKEL <rob_at_robfrankel.com> REPLIED:
> Sorry, Marcia, gotta disagree. Branding and awareness
> are not the same thing. First you create the brand;
> then you raise its awareness.

TO WHICH LK <lkuek_at_thenew.net> RESPONDED:
> I thought it was the other way around:
>
> 1) Position product (based on strengths and weaknesses)
> 2) Create Brand Awareness (market benefits of product)
> 3) Build Brand Equity

You're simply missing step number 1 1/2 there, which
most people do: you have to know what your brand is
first, before you raise its awareness. It seems
insignificant at first, until you really think about
it. Then it takes on huge proportions.

Rob Frankel

Rob Frankel, consultant and author of "The Revenge of
Brand X: How to build a Big Time Brand on the web or
anywhere else." on sale at http://www.therevengeofbrandx.com
Big Time Branding (SM) http://www.robfrankel.com
AIM: ROBFRANKEL * 818-990-8623 or 1-888-ROBFRANKEL
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Received on Tue May 30 2000 - 10:14:31 CDT