Re: Branding and marketing

From: Mark Myers <mmyers_at_loislaw.com>
Date: Thu 28 Dec 2000 21:42:00 -0500

Everyone should notice apparent disagreement between
Kristin and Preston about the effects of branding. It
is the old war that rages between real marketing people
and operations/sales people who think they understand
marketing fight over budget dollars.

I come down on Kristin's side wholeheartedly. No amount
of direct marketing (Preston's word) will create long
term sales for any company without a favorable "brand
experience."

Branding is a form of what is known in the political
world as the "expectations game." What do the customers
(voters) want? how do they want it? what do they really
expect? The key to building a brand is to affiliate
your organization with tangible and intangible things
the customers want, give those things the way the
customers want, and exceed their expectations for those
things.

Marketing is delivering the particular brand to the
right targeted audience at the right time in the right
medium. This is of course a concise view of marketing
not entirely conclusive. Sales' job is to close the
deal.

Mark Myers (mmyers_at_loislaw.com)





Received on Thu Dec 28 2000 - 20:42:00 CST