NONE: Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Rob Frankel (rob_at_robfrankel.com)
Sat, 24 Oct 1998 23:11:14 -0500 (CDT)
NARI KANNAN WROTE:
>I think what Brian means by "Brands" are Web Brands such as
>Yahoo, NetScape, CNN Interactive, etc. I think the larger
>Branding questions that most companies and their Advertising
>budgets are dealing with is the general notion of a "Brand
>Equity" in Marketing that has been linked with brands such
>as Kodak for more than a hundred years. You are right in the
>sense that brands produce community but the question is one
>of a century old branding knowledge trying to adapt to a new
>medium. Initially branding was only Print advertising.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Actually, no. The first branding goes way further back,
which is why you see so many people wearing crosses around
their necks. Same thing with stars of David. The concept
itself was literally burned into the hides of herds not only
to mark ownership, but to differentiate one ranch's stock
quality from another. In the American West, a common form of
thievery was "branding over" another ranch's mark in order
to counterfiet andpass off some poor cow as a superior
brand's.
In the industrial age, the attachment of logos and
nameplates to product extended that pratice.
NARI KANNAN WROTE:
>Now the real questions to be asked are - What should these
>be?. How can they be measured?.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The real questions to be asked are not those at all. The
real questions to be asked are, "Why are so many
anal-retentive people so hell bent on attaching numercial
values to non-quanitifable concepts?" Answer: to keep
their jobs. This is another point I wrote about in this
onht's Ziff-Davis internet Business column, "Going Psycho
over Demo's" (also viewable in the archive section at
http://www.robfrankel.com). The plain truth is that you can
tell in a heartbeat if a brand is working by the activity
surrounding the brand at any time. If you see strong growth
and low drop offs, it's working. If you see lower
acquisition costs and higer conversion rates, you know it's
working. If you raise the price and see no drop in sales
rates, you know it's working.
What more do you need?
Rob Frankel
Big Time Branding (SM) http://www.robfrankel.com
Business Opinion Columnist, Ziff-Davis Internet Business Magazine
Subscribe to FrankelBiz for FREE at:
http://www.robfrankel.com/frankelbiz/form.html
Telephone: (818) 990-8623 FAX: (818) 990-0428 -- ICQ:6427394
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