Re: Branding and marketing
ROB FRANKEL (the big time branding guy) WROTE:
> 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.
Absolutely, Absolutely, and absolutely.
Getting your prospects to choose you over your
competition requires providing something your
competetion can't or doesn't provide (or being first
and best at whatever *it* is). Sometimes that means
being the first to jump in the pool? or going against
the norm? which scares the pants off many companies.
And of course, big time branding requires knowing your
customer.
In WIRED magazine this month, there's an excellent
article on DESIGN. I'm evangelizing a quote from the
article today:
"If you listen to the customer, they can't tell you
anything. You have to *watch* the customer to really
learn something. That's how you get at what they think
and feel."
David Kelley,
Founder and CEO of ICEO.com
Love the excerpt on your site Rob. I look forward to
reading your book. We're about to start the
logo/branding process over from square one and I
believe it will come in quite handy :)
Cheers,
Rebecca Newton
"Growing People in Cyberspace"
Sr. Mgmt type
HeyMax Interactive.com
"People Are Talking"
703-904-6903
email:rebecca_at_heymax.com
Received on Wed Jan 10 2001 - 09:41:07 CST
