Re: New Pricing Model

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Wed 12 Dec 2001 16:03:08 -0500

On 12/11/01, Ivan Weltman <ivan_at_tudogs.com> wrote:

>Oh dear - here we go again - Rob Frankel with blinkers.

Blinkers? They're so fifties. I think not. Blinders?
Nah. They don't go with my shoes.

>Actually, first one creates the product (or service),
>makes it available through one channel or another, then
>one tells people about it. In that order. If the product
>is needed, unique in one way or another, and of good
>value, you'll have a marketing success. It's really that
>simple.

Skipping a step there: Right between "creates the
product/service" and "makes it available" is "Create and
implement the brand."

>Branding? Well, it all depends. In an unsaturated market
>awareness is king - and this is an advantage, as one may
>find out who is using the product, how they are using it,
>and why, before settling on a brand strategy.

Wow -- you really want to launch with no direction? That's
living pretty dangerously. If you brand before you launch,
you'd have done all that work and know pretty much that
what you're offering is way more likely to be evangelized
by those with whom it comes into contact.

>In a
>saturated market product differences are likely to be
>trivial, and thus perceived rather than actual. Then
>branding is king. But who, in their right mind, will
>attempt to market a new brand into a saturated market
>unless they have discovered a niche with incipient or
>latent demand? Then, of course, the niche becomes the
>unsaturated market!

Gotta disagree with you on that, Ivan. The brand
belongs in the business plan. If you get it right from
the start, everything moves along much more accurately
and smoothly and profitably -- even as the
market progresses from unsaturated to saturated.

When you step back from it, you can see that saturation
or non-saturation has very little to do with branding.
It's just got to be done, regardless, so you might as
well do it early on and benefit from the time it takes
to develop its market.
--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL





Received on Wed Dec 12 2001 - 15:03:08 CST