Re: self-branding

From: Ivan Weltman <ivan_at_tudogs.com>
Date: Tue 6 Jun 2000 23:21:57 +0200

IVAN WELTMAN <ivan_at_tudogs.com> WROTE:
> I feel compelled to get involved here. One doesn't HAVE
> to know what the brand is before one generates
> awareness. A legitimate tactic is to build awarenes of
> an ill-defined brand, find out who is using it and
> why, then home in on the customer group, and what is
> the customer-defined concept.
 
TO WHICH LK <lkuek_at_thenew.net> REPLIED:
> Hmmm, come to think of it..........
>
> Isn't Brand Equity the ability to sell a product based
> on your reputation alone?

Allow me to expand on the theme. Awareness first is
most useful in unsaturated markets - it's sufficient
at first to create awareness that you exist, and what
need you satisfy. Advertising should be
product/service specific rather than developing a brand
identity.

e.g. if you need to show people, show with an
illustration, not a photograph. The illustration
doesn't type the user, the photograph does.

If you define your brand positioning, either by user
group or brand personality, and you turn out to be
wrong, it could be prohibitively expensive to change
positioning. If your brand positioning is fuzzy,
however, it's easy to place it where you want it, after
you have market data on who is using your product and
how..

The Web has opened many new, unsaturated markets, so
this strategy is very relevant.

IW




Received on Tue Jun 06 2000 - 16:21:57 CDT