Re: Anti-Establishment Branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 20 Jan 2004 23:43:26 -0600

 Julie Law wrote:

>How effective is this approach? How risky? Can anyone cite more
>examples or provide information to help me respond to this apparent
>trend? Has anyone else encountered this or should I consider it a
>fluke?

Yup, it works, but only in the right circumstances. And even then,
you have to know how to do it, because a brand needs to be built on a
permanent basis, not on some temporary market condition.

One instance where it did work was for a client of mine, an
accounting firm that was small but highly entrepreneurial.
Positioning them against Big Five accounting firms was okay, because
Big Five firms' slow, fat, lethargic methods were common knowledge.

I eventually built them a brand strategy around that principle, with
a tag line "Not a Big Five accounting firm. By choice."

Very credible and extremely effective.
--
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 Tue Jan 20 2004 - 23:43:26 CST