Re: Branding and marketing

From: Bryce Walker <bryce_at_hotwebreviews.com>
Date: Thu 15 Feb 2001 15:49:47 -0600

The branding discussion has not focused enough on
asking the question: What does the consumer associate
with the brand? A successful brand creates an emotion
and an expectation in a consumer. Thus, I associate
Southwest with the expectation of "cheap air travel"
and the emotion of "blue collar, thrifty, friendly and
so shrug your shoulders and say 'why not?'"

Most of us have realized that the very term Dot Com has
become a brand itself. These days, the expectations
and emotions surrounding that "brand" are not
favorable. Again, that's what the average consumer
associates with the usage of the term Dot Com. Here's
a test. Try on your emotions and expectations when I
mention these brand names: NBA... The Far Side...
Carnival... Victoria's Secret. Each have a very
recognizable emotion and expectation associated with
them. (By-the-way, I spotted all these brand names just
looking around my office... OK, maybe not the last
one.) I think its key to determine what expectations
and emotions you want your consumers to associate with
your brand.

Bryce Walker
Hot Web Reviews





Received on Thu Feb 15 2001 - 15:49:47 CST