Comments on: Thinking About Branding

By: ed hardy

ed hardy — Fri, 23 Jul 2010 12:27:36 +0000

By: linke69

linke69 — Tue, 06 Apr 2010 13:15:06 +0000

Domenico Dolce,1958 the year is born in Sicily, then study is the designer since childhood in father's clothing store; Has Venice blood relationship Stefano Gabbana, was born in 1962 in Milan. At the same time them holds the post in Milan designs the assistant to become a buddhist get to know, because to the Baroque artistic style's affection, two people decided similarly opens the brand together the name union. in 1985, Dolce & Gabbana the female attire publication which will conduct for the first time in Milan will receive the high praise greatly, has established the greatest confidence for them http://www.coachofnewyork.com/

By: How To Weld

How To Weld — Tue, 14 Jul 2009 22:04:47 +0000

I think of branding as the “pavlov's law” of business. It is training your customers to think of you in a certain way. It takes time, but if that message is consistent, it makes it easy for your customers to know what to expect from your business.

By: How To Weld

How To Weld — Tue, 14 Jul 2009 17:04:47 +0000

By: Microsoft - The Restaurant | Walt Ribeiro >> Orchestra Kid

Microsoft - The Restaurant | Walt Ribeiro >> Orchestra Kid — Thu, 11 Dec 2008 20:48:29 +0000

[...] Brogan wrote a post about cross promotion titled ‘Thinking About Branding‘ the other day. Basically, he mentioned how he thinks a company should not branch out into [...]

By: olivier blanchard

olivier blanchard — Tue, 09 Dec 2008 05:38:00 +0000

At its core, “branding” speaks to an identity. On the outside, you have the logo, trade dress, etc, which are basically signals that “hey, this product comes from such and such company.” Through experimentation, repetition and habit, we all come to form expectations based on our experiences with that brand, whether personal or through others. The combination of these expectations and signals form the instinctual basis behind our expectations of a brand. Add to that marketing and messaging, and you can add a layer of perceive quality.

Example: Cartier, Porsche and Apple sell quality, sexy, cool, classy, smart. McDonald’s, Dollar Tree, Wal-Mart and Hyunday sell value.

The marketing/messaging/packaging creates the image. The imprint, if you will. Your experiences (either personal or by proxy) create the context for the imprint, and either validate it or debunk it. The logo simply serves as the vessel for those two elements of brand expectations. The chalice, if you will.

I see where you’re going with your thought thought process, but branding is not a behavioral expectation.

Great photo though. ;)

By: olivier blanchard

olivier blanchard — Tue, 09 Dec 2008 05:38:00 +0000

Example: Cartier, Porsche and Apple sell quality, sexy, cool, classy, smart. McDonald’s, Dollar Tree, Wal-Mart and Hyunday sell value.

I see where you’re going with your thought thought process, but branding is not a behavioral expectation.

Great photo though. ;)

By: Gabriel Rossi

Gabriel Rossi — Tue, 09 Dec 2008 04:05:58 +0000

As branding becomes more important to business success, companies are realizing that it takes many people to build a brand. It takes most of the employees, the company’s partners, its customers, the media, and the communities it operates in. You can no longer outsource your branding to an advertising agency expect to build an authentic, robust brand.

Branding is indeed a Marketing concept. If we separate Branding from Marketing, we’ll be counting out the book which represents the beggining of Modern Marketing (The Practice of Management- Drucker- 1954). As Drucker taught us, the only reason for any company or brand to exist is to organize itself based on consumer’s needs and perspectives.

A brand is a (relevant + differentiated) promise inside the prospect’s mind. A Brand is not what you say it is. it’s what THEY say it is”. Brands only exist from a Marketing perspective. Otherwise, they become schizophrenic just like we’ve seen many brands from the automotive industry, for example.

Thank you.

Gabriel Rossi- Brazil

By: Gabriel Rossi

Gabriel Rossi — Tue, 09 Dec 2008 04:05:00 +0000

Thank you.

Gabriel Rossi- Brazil

By: Global Patriot

Global Patriot — Tue, 09 Dec 2008 03:26:17 +0000

In an exchange with Kris C she sent me to Wikipedia for the definition of brand – http://en.wikipedia.org/wiki/Brand – and I was drawn to the statement “convey the essence of a company, product or service”.

Then I thought about Chris’ conclusion: “Is that what we can sum up as the main purpose of branding? Managing people’s expectations of our brand’s behavior? ”

And it seemed to me that creating a particular brand, as defined within each consumer’s mind, is a three-fold process. The ‘essence’ that the company wants the public to see/hear/believe, the customer’s personal experience with the products or services, and third party validation or criticism from friends, press, etc.

So, yes, branding from a marketing perspective is about managing/creating expectations by conveying the ‘essence’ of the product or service, but in the end, customer expectations will be affected most by experience.