Re: Branding and marketing

From: Robert Colon <rcolon_at_upseek.com>
Date: Tue 06 Mar 2001 11:29:29 -0600

For a while now I have been reading the branding threads
with much interest and it is this my first time responding
with my 2 cents to the discussion.

In 1996, I was part of the great ad agency Ammirati Puris
(remember BMW's "The Ultimate Driving Machine"?). and had
the privilege of listening to Martin Puris (a genius in his time )
talk and define what a brand is and how to build them. Ever
since that week, I have used his thoughts and revelations
to help others, and us, define what a brand is.

Martin put it very simply by taking a look at the greatest
brand experience of all time, Mickey (the old rodent). Mickey
goes beyond the brand experience because he reaches you in
ways you don't even realize. Mickey is an advertisement that
transcends all advertising. He is the emblem of a great product,
he is global, but he is not about advertising. He is about
communications. Mickey is a trademark that calls up all kind of
warm, emotional associations about every single thing the
Disney Company does: from television shows to magazines,
from ice-dancing spectaculars to movies, from books to theme
parks. Even residential communities! Mickey is a symbol of a new
way of communicating marketing ideas, the most powerful way of all.

Martin goes further to say, a brand experience is interactive
(offline/online). It is not delivered. It envelopes. It involves. It
comes at you from places you don't expect, and reaches you in
ways you have never been reached before. A brand experience is
dramatic, emotionally alluring and participatory. It is an activity
that allows consumers to become immersed in the qualities of a
brand, and renders them much more likely to embrace the brand's
values as their own.

Now go and build yourself a brand!

Robert Colon
Founder/CEO
Upseek-Untangling search for a job on the web and on the go
http://www.upseek.com
http://www.upseekmobile.com



Received on Tue Mar 06 2001 - 11:29:29 CST