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

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 21 Feb 2003 17:00:07 -0600

At 3:05 PM -0600 2/21/03, Rob Lewis wrote:
>"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.
>

Agreed. Price strategy is no strategy. In fact, when the economy
dumps into the toilet, the price cutters are the first to get
flushed. Those who have invested in brand strategy take their market
share, since their users know there's more to their offering than a
low priced commodity.

When you build a brand properly, you give users more reasons to
purchase your goods, which essentially removes price as the primary
purchase decision criteria. The more reasons you give, the less
important price becomes.

--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Community (TM): http://www.i-legions.com
The best biz discussion list on the web: http://www.FrankelTips.com




Received on Fri Feb 21 2003 - 17:00:07 CST