"Scott Rose" <scull_at_globalserve.net> 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.
I believe that you are still confusing the issue of brand vs.
advertising. The brand is the product or "thing" that you need to sell,
so to speak. The advertising is what promotes the product or "thing"
that you need to sell. Many us of remember the product or "thing"
because of the advertising that is used to sell the product or "thing",
but many us use the brand because that is what we are loyal to or have
always used, no matter what the advertising is. I don't believe that
advertising adds "feeling" to a brand, it simply helps to sell a brand.
Daralene Cimino
Web Advantage, Inc.
www.webadvantage.net
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Received on Fri Mar 14 2003 - 12:27:39 CST
