Re: Branding definition

From: Sean M. Hays <smh_at_seanhays.com>
Date: Wed 26 Feb 2003 16:48:33 -0600

"Profitability" is not a necessary ingredient to the definition of
"brand". Profitability may be key for an individual company's brand, but
there are many organizations that are not at all concerned with
"profitability". Think about the Make-A-Wish Foundation, the Boys, Girls
Clubs of America, and Blue Cross/Blue Shield. I don't know what their
brand managers and marketing departments are aiming for, but I suspect
"profitability" is not the whole point of branding. Maybe revenues...

Additionally, "customers" are not the only people important or that
define a brand. I believe that all "stakeholders" in an organization are
important and help define an organization's brand. If there are there
any Proctor and Gamble employees on this list they can tell us how P&G
leverages its brands to acquire shelf space in retail stores, or how P&G
uses its brands to acquire the good employees, or how quickly P&G's
suppliers jump when CREST says "jump!" Sure, P&G has enough money that
suppliers will jump either way, but take away the brand and there is
something lost.

I've always thought that "perception" and "position" are important to a
brand. "Perception" may even be necessary in the definition of brand.
Both "perception" and "position" have quantifiable benchmarks to measure
performance. Although these are not an exact science, sometimes
"profitability" isn't all that exact either. Why were so many
"stakeholders" SUDDENLY SURPRISED when Enron filed for bankruptcy
protection? Every quarter there were measurements of "profitability"
given to the public. Numbers don't lie, but there definitions can be
inaccurate.

Your views on "profitability", "perception" and "position" in relation
to "brand" are new to me. If you're book addresses these issues, let me
know, I will buy it. Although your definition may not be precise, it
sounds like its worth the ink used to print it. I'm sure I will learn
something.

Sean

Sean M. Hays Consulting

Phoenix, Arizona, USA
(602) 290-6934 phone
(602) 532-7521 fax
smh_at_seanhays.com

"I know nothing. Everything I thought I knew is based on assumptions."





Received on Wed Feb 26 2003 - 16:48:33 CST