Re: self-branding

From: lkuek <lkuek_at_thenew.net>
Date: Wed 31 May 2000 12:12:38 -0400

ROB FRANKEL <rob_at_robfrankel.com> WROTE:
> 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> REPLIED:
> 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

TO WHICH ROB FRANKEL <rob_at_robfrankel.com> RESPONDED:
> 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.

How would you determine what your brand is first? I
thought I covered that in step 1? Your brand is
determined by what your strengths and weaknesses are,
aren't they?

"Brand" would assume your company were committed to an
ideal. I am also assuming that this ideal corresponds
to one of your strengths.

Step 1
  Strength: tech support around the world
  Utility: Leverage tech support in different time zones
  to cover your off hours
Step 2
  Benefit: tech support 24/7/365
  Brand: Round the clock support

I could be wrong.

LK




Received on Wed May 31 2000 - 11:12:38 CDT