Re: Branding online ... what's the point (Overture editorial guidelines)

From: Rob Lewis <rob_at_marketingphysics.com>
Date: Fri 21 Feb 2003 15:05:59 -0600

"lowest price" is NOT a branding strategy. It's a
distribution strategy. In fact in Europe you can't
even legally state lowest price unless you can
provide specific proof to back it up.

A brand is a noun you want to own in the mind of
your target audience. Something that is
differentiated and defensible from your
competition. Take a look at it from your target
customer perspective and try to find that noun you
bring to party that others don't or don't do as
well.


-Rob

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Rob Lewis
Applied Marketing Physics
www.marketingphysics.com
rob_at_marketingphysics.com
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Received on Fri Feb 21 2003 - 15:05:59 CST