Re: Branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Wed 05 Mar 2003 09:12:37 -0600

At 11:13 AM -0600 3/3/03, Linda Alexander wrote:
>Rob Frankel <rob_at_robfrankel.com> wrote:
>
>>The question is how you measure a brand's effectiveness. Are Coke
>>drinkers as evangelical about Coke they way Mac users are about Macs?
>>Would you pay a premium for Coca Cola if you could buy another cola
>>for half the price?
>
>So you're thinking that brand LOYALTY makes a brand successful? Hey,
>whatever happened to us Gen X-ers who don't have brand loyalty.
>Actually, I'm a health nut myself, but when I drink soda, I prefer Coke
>over anything, incl. Pepsi.

Um, yeah. Loyalty is what brand is about. Beyond that, it's about
evangelizing that brand to other prospects.

>
>Ordering a Pepsi instead of a Coke doesn't mean Coke is an unsuccessful
>BRAND. Why else would it be such a household word?

Because they have a strong sales force. They have huge awareness,
but not huge loyalty. Don't confuse awareness or even prevalence
with success. Everyone knows about cancer, but that doesn't mean
everyone wants it.

--
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 Wed Mar 05 2003 - 09:12:37 CST