Re: Branding and marketing
JOHN GASKILL <gm_at_info-central-usa.com> WROTE:
> "Envy marketing" is only one of the possible techniques
> used in creating a brand image.
>
> While it works well with goods targeted to "wannabes"
> it turns many people off.
>
> The strongest brand virtues seem to be high quality,
> affordability and great service. And products/services
> with those attributes last a long time when properly
> maintained.
And now you know why there are so many differing
opinions about what branding is. Personally, in this
day and age, I feel branding must evolve from an
abstract notion to a tangibly visible business asset.
That's why I stress "Branding is not about getting your
prospects to choose you over your competition; it's
about getting your prospects to see you as the only
solution to their problem." And that a Big Time
Brand turns users into evangelists for that brand.
These are achievable, tangible effects and not some
arbitrary whim. And believe me, it's the reason why my
clients benefit from the programs we develop.
If it don't hit the bottom line, you're just wissin' in
the pind.
Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.revengeofbrandx.com
Received on Mon Jan 08 2001 - 10:46:03 CST
