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.
This is absolutely backwards and in my opinion the
reason why most dot coms (in particular) fail at
"Branding". The fact that people have heard your name
is simply name recall. Nothing more. But, if you have
established a successful Brand your company will be
associated with certain attributes that you intend to
stand for and represent a promise to the consumer.
If you got a bunch of consumers in a room and said to
them "What words do you think of when you heard the
name ______"? and they drew blanks on your brand name,
or said "I think of the color brown" because it's your
logo -- then you have not established a real, true
BRAND.
Furthermore, building name recognition of an
ill-defined brand then figuring out who likes to use it
is a very, very risky and expensive experiment. Good
marketing practice is much more scientific than that.
Just my two cents,
Marlena
..................................
Marlena Schwarz
S H A R P E - P A R T N E R S
134 Fifth Avenue, 4th Floor
NYC 10011
www.sharpe-partners.com
212.366.4123
Received on Tue Jun 06 2000 - 12:08:09 CDT
