Re: The Internet - Is it globalizing brands?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu, 29 Jul 1999 13:50:22 -0500 (CDT)

LARRY RAUBACH WROTE:
>My hypothesis is that the internet, with its global reach,
>is likely to cause more companies to globalize their brands
>- specifically their positioning and communications.

Interesting question, which I get asked a lot, so I thought
I'd jump in here. The answer is probably NOT what you'd
expect:

I tell all my clients that while the internet isa globabl
medium, their brand does not have to be. You don't let the
medium drive the mission; you let the mission drive the
mission. Branding is important only to those who are
affected by your brand, nobody else.

So if you have a branded monkey wrench, it really doesn't
matter if a non-user of monkey wrenches lives in the USA or
Tanzania -- they don't care about monkey wrenches, so the
matter is moot.

The point is that you brand within your sphere of influence.
Anything beyond that is a waste.

If you'd like more info, sign up for The Revenge of Brand X
at http://www.robfrankel.com, which McGraw-Hill tells me
will be out this fall.

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
818-990-8623 or 1-888-ROBFRANKEL Mailto:rob_at_robfrankel.com


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Received on Thu Jul 29 1999 - 14:30:01 CDT