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

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 24 Feb 2003 12:04:16 -0600

At 8:40 AM -0600 2/24/03, Al Heisley wrote:
>I'll agree that the "lowest prices" isn't the necessarly the
>BEST strategy or even a good one. But is certainly is a
>strategy.

Right. But it's a sales tactic, not a brand strategy.

>After all, basic brand-building strategy implies
>ones reputation. What a company or individual what's to be
>know for over the long-term. While many low price specialilts
>come and go, just as many or more companies who's products or
>services are not low price alternatives fail as well. How many
>Fortune 500s of 10 years ago are still around? Less than half?

Irrelevant argument. Cancer is still around, but not because people
like it or are loyal to it..


--
Rob Frankel

"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM: ROBFRANKEL




Received on Mon Feb 24 2003 - 12:04:16 CST