Re: Branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Wed 05 Mar 2003 09:12:03 -0600

At 11:09 AM -0600 3/3/03, James Santagata wrote:

>I would argue that Coke is a wonderfully strong brand based
>on the fact that they own the term "soft drink" in the majority
>of consumers' minds.

But that's not the test of a brand. If you were to tell me that
people insist on a Coke when their given a choice of other colas, or
refuse those other colas and switch to another beverage, then you've
got something.

The Coke brand means something in that case.

Look at it this way: When you want to make a Xerox of something, do
you care if you use a Ricoh machine to make it?

>It most likely will, but the customer asked for a Coke first.
>That is especially amazing, since Pepsi repeatedly wins on taste
>as evidenced by numerous double-blind taste tests. Yet, again
>and again, people ask for Cokes. I personally like Pepsi better
>than Coke, but I laugh (and get jealous) every time I find myself
>asking for a Coke out of habit when I want a soft drink.

Right, but Pepsi is your brand choice, so you can see that in your
case, Pepsi is a much stronger brand.

--
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 Wed Mar 05 2003 - 09:12:03 CST