Re: Branding & Marketing

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 13 Mar 2001 10:17:33 -0600

DL PUCKETT <dl.puckett_at_gte.net> WROTE:

>Forgive my ignorance, But I think of Sears as a brand
>name.

You're not ignorant -- you're correct! Kenmore is also
a brand, whose legitimacy was borne of Sears'. That's
why Kenmore is not available outside of Sears

>To brand a service is different
>than branding an tangible product. I find this
>interesting, because the two businesses I have owned
>have been service oriented, but I always considered
>them to be a tangible product as well. Maybe this is
>where I'm going wrong.

Nope, you're correct again! Any kind of business can
be branded -- it all depends on what you expect from
a brand. Personally, I believe the brand is what turns
users into evangelists. People evangelize services
and products, so it works for me and my clients -- after
all, I offer a service and it's very heavily branded.
Nobody confuses my work with anyone else's....and when
then want that kind of work, they call me.

>But I could be wrong. I want to know the best
>way to market my service.
>

The best way is to brand Deborah so that people look
at her stuff and say, "I don't care if she charges ten
times the going rate -- get Deborah on this right now!

Rob Frankel

 -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big
Time Brand on the web or anywhere else." on sale at http://www.RevengeOfBrandX.com ("The Frankel Tapes:
Volume One" available there, too!)
Big Time Branding (SM) http://www.RobFrankel.com



Received on Tue Mar 13 2001 - 10:17:33 CST