At 8:51 AM -0600 3/12/03, Scott Rose wrote:
>You cannot possibly believe that a value proposition does not add to the
>total package of building a strong brand. That is like saying emotional
>and self expressive benefits of a brand do not add to a buying decision.
>ie: thinking of ones self is the predominent basis for a buying
>decision, I mean to say that if you think about it no matter what the
>product is from a chocolate bar to a car. You buy something because you
>are going to get the "feelings" you require from that product, be it
>safety in a Volvo or tase in a Crispy Crunch---you get the idea folks..
>A well executed value proposition can lead to the memory and feelings
>evoked of the brand and the feeling you obtain or will obtain in using
>that brand.
My point was that too many people confuse brand with advertising.
First you create the brand, then you raise its awareness with PR and
advertising. I still maintain that almost no one can tell you the
difference between Ford and Chevy trucks. That's a brand issue.
--
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 12 2003 - 09:51:19 CST
