Re: ONLINE ADS SPECIAL: EMETRICS SUMMIT, Part 2

From: Kevin Legault <kevin.legault_at_gnb.ca>
Date: Wed 22 Oct 2003 08:31:48 -0500

Allen Weiss wrote:

>>Regarding Kristen's saying that a brand is a promise that you keep, well
>>that is not a brand at all. A brand is a set of associations in a
>>customer's mind. Making good on a promise is something else. Of course
>>you want to come through on a promise, but let's not confuse that with
>>branding (which many people easily become confused about anyway).

I think what Kristen meant is that "a brand is only 'as good' as the
promises that it keeps." The everyday person has an expectation of that
brand. Let's talk about the tried and true Volvo example. When someone
mentions automobiles and safety, I think of Volvo. There is your
association in the customer's mind. If Volvo begins to cut back on quality
and industry testing shows that Volvo is no longer safe, in effect, Volvo
has broken its promise and the brand is devalued in the customer's mind.

Sometimes I think we spend too much time arguing over semantics. I
understood exactly what Kristen was trying to say...enough said :)

Kevin Legault, Instructor
Office: A202
Phone: (506) 658-6703
New Brunswick Community College -Saint John
http://www.saintjohn.nbcc.nb.ca




Received on Wed Oct 22 2003 - 08:31:48 CDT