NONE: (no subject)
(no subject)
Jaffer4_at_aol.com
Fri, 28 Aug 1998 07:30:36 -0500 (CDT)
There is a lot of discussion of branding vs. measurable results
and I believe both camps may be a bit confused. First, branding
is not a mantra. Publishers like to cleave to this term because
it makes them less accountable. Branding is very difficult, if
not impossible to measure.
For the record, P&G does not try to BRAND its Proctor and Gamble
name...like Amazon.com does. They attempt to brand their product
and pull it through the distribution system. P&G and AMAZON.com
are different branding strategies. One is to brand their company
name....the other is to brand their product.
Direct marketers rarely try to brand their company
names...Time-Life Video and Time-Life Books thought that their
name would save the day...it did not. Direct marketers may
actually hurt themselves by trying to brand their NAME...it
interferes with the selling message. Publishers who try to
convince them to brand "like Amazon.com" are barking up a wrong
tree...DMers who try to brand their company like Amazon.com may
have a problem.
Anyone ever hear of Ginsu Knives? Now, what company sold them?
Movie companies also understand this...Everybody has heard of The
Titanic...now which studio(s) produced the #1 blockbuster of all
time. I know Dial Soap before I know of the company who makes it.
We all want to make money on the net. But we need to understand
what our objectives are. As a DMer from way back, I need to sell
the product I am promoting and leave the branding to others. If
we get a lift from establishing our brand...it is short lived.
Ask Time-Life Video....if you can find them.
Jaffer Ali
www.PulseTV.com
Videos For Every Interest
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