Re: Branding - NOT for small BIZ

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri, 5 Mar 1999 22:26:31 -0600 (CST)

RAMON RAY WROTE:
>I can't think of one small biz that is a brand name - except
>for a dog company that American Express highlights in it's
>Inc. Mag ads and other exceptions like this. The only
>brand's I know of (IBM, Microsoft, AT&T, Clorox/Tide, etc -
>the mother load of brands) have invested billions in
>developing their BRANDS over the years - a small biz can
>never, ever do that. Of course, someone like Amazon is the
>darling of the media and their name gets in print all the
>time.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~


The key phrase here is that "you can't think of one name."

Again, that's an awareness issue, not brand. I guarantee
you that if you were to buy books at BOTH Barnes & Noble and
Amazon.com, and felt that B&N gave you a better experience,
you would walk away with a favorable impression -- brand
experience -- with B&N.

Extend that furtherand you will see that if you include
"Joe's Online Bookstore", and Joe's brand experience is even
better, Joe's is the brand you will become loyal to.

Rob Frankel

"Branding is not about getting your prospect to choose you over your
competition; it's about getting your prospect to see you as the only
solution." (sm) -- Rob Frankel, columnist, consultant, author
Big Time Branding (SM) http://www.robfrankel.com
Subscribe to FrankelBiz for FREE at:
http://www.robfrankel.com/frankelbiz/form.html
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Received on Sat Mar 06 1999 - 08:32:13 CST