Re: Branding and marketing

From: Mark Myers <mmyers_at_loislaw.com>
Date: Tue 09 Jan 2001 15:35:55 -0500

Okay, I will try to make this my last message on this
branding thread. So in response to John Gaskill's
comments below:

> Lexus' brand is 'The Passionate Pursuit of
> Perfection.'
>
> Their early ads were direct sellers. Any brand effects
> were secondary to the ad messages themselves which were
> to test drive a Lexus.

Perhaps we have hit upon the crux of the problem. That
is Lexus' slogan not the "brand." Slogans are not
brands and IMHO people who think they are the same,
really need to go read a book like "22 Immutable Laws
of Branding" by Laura and Al Ries.





Received on Tue Jan 09 2001 - 14:35:55 CST