Re: Branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 03 Mar 2003 11:07:09 -0600

At 5:13 PM -0600 2/26/03, David M. Moon wrote:
> >Sure. There are lots of successful brands. That doesn't mean
>>they're good brands. Lots of people think that Coca Cola is a great
>>brand. Truth it, it's not. What coke has is a killer, slash and
>>burn sales force that thinks nothing of twisting the arms of
>>retailers wherever it goes. Wal-Mart is pretty much the same story.
>>The reason they do well has nothing to do with brand; they're sales
>>predators. They're good at it, but that doesn't make them a good
>>brand.
>
>Call me green ... But who makes the deciding factor of a good brand and
>bad brand? And what is the difference between a successful brand and a
>good brand? Has Coke always been a bad brand? I'm mighty confused ...

Good brand: People will urge their friends to use the brand. Take
a personal interest in the brand. Buy it even though it costs more
than its competition.

Bad brand: People have no special regard for it, buy it based on
this week's price. Have no special reason why they bought it. Shop
for best price.

People will pay FEDEX twice what they pay the U.S. Postal Service for
an overnight package. The package gets to the same place in the same
amount of time, but FEDEX makes them feel better about it, so they
can charge more bucks. Pure good brand.

Successful brand: For most, it means a money maker. Microsoft is
successful at making money and selling product, but almost everyone
hates the brand. In fact, many MS users would gladly switch out of
MS if they could do so transparently and easily, even at a price
premium.


--
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 Mar 03 2003 - 11:07:09 CST