Comments on: All You Need to Know About Branding in 5 Steps

By: make_money

make_money — Wed, 06 May 2009 14:25:00 +0000

All You Need to Know About Branding in 5 Steps http://bit.ly/9qCjN This comment was originally posted on Twitter

By: TheAffiliateGuy

TheAffiliateGuy — Mon, 04 May 2009 15:30:00 +0000

All You Need to Know About Branding in 5 Steps ~ http://bit.ly/xvFLZ (I totally disagree with him BTW!) This comment was originally posted on Twitter

By: Dan

Dan — Tue, 28 Apr 2009 16:54:52 +0000

For an interesting look at a City’s attempt to re-brand itself, take a look at Lexington, Kentucky’s recent attempts. The local government is trying to build on its declaration of “horse capitol of the world.” Currently, that is leading them to follow the advice of a NYC firm’s recommendation that they build a gigantic blue horse they’re calling Big Lex. The counter argument from individuals invested in the decision (because they live there) is that Lexington should focus on its people and culture, not merely a gimmicky horse of gargantuan proportions.

Here’s a link to a prescient article by one of Lexington’s blogging businessmen:
lowells.typepad.com/lowells/2009/04/a-better-brand-for-lexin...

This whole debacle happening over there is a prime example of what I was pointing out earlier. Image Branding versus Reputation Branding.

By: Dan

Dan — Tue, 28 Apr 2009 16:54:00 +0000

Here’s a link to a prescient article by one of Lexington’s blogging businessmen:
lowells.typepad.com/lowells/2009/04/a-better-brand-for-lexin...

This whole debacle happening over there is a prime example of what I was pointing out earlier. Image Branding versus Reputation Branding.

By: Mogul

Mogul — Wed, 22 Apr 2009 23:39:00 +0000

Excellent advice, though I think a little light on the promotional specifics. Still, a worthwhile read. Thanks for this.

By: Mogul

Mogul — Wed, 22 Apr 2009 23:39:00 +0000

Excellent advice, though I think a little light on the promotional specifics. Still, a worthwhile read. Thanks for this.

By: NancyBjork

NancyBjork — Sun, 19 Apr 2009 19:00:00 +0000

All You Need to Know About Branding in 5 Steps – http://tinyurl.com/cqulnp This comment was originally posted on Twitter

By: Dan

Dan — Sat, 18 Apr 2009 21:11:49 +0000

Discussing the topic in depth here is preaching to the choir. We’re a group in tune with the principles of direct marketing, and debating semantics. My challenge comes from interactions with lay persons whose understanding is based on skimming a couple of books and a handful of blog posts. Those sorts are thoroughly confused about the whole topic. I’m sure many here share in my delight regarding those sorts of conversations.

By: Dan

Dan — Sat, 18 Apr 2009 21:11:00 +0000

By: Chris Shallow

Chris Shallow — Sat, 18 Apr 2009 19:24:14 +0000

@Dan – Hi Dan, I absolutely agree with everything you write. Branding is a complicated topic: there are plenty of academic and practical books written about what it is! So, yes, for the newcomer, tell them to concentrate on reputation rather than all the things which people think are branding but really are not, like logo. But by building their reputation they ARE, as I’m sure you know, building their brand! Here are some textbook definitions of terms:
Brand
An identifying name, term, design, or symbol
One item, family of items, or all items of a seller
Corvette, Chevrolet, General Motors
Brand Name
The part of a brand that can be spoken
Words, letters, numbers
Union 76, NBA, 49’ers
Brand Mark
The part of a brand not made up of words
Symbols or designs
Nike swoosh, Mercedes star, McDonald’s arches.

This one I like better:
BRAND
A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service
It is the seller’s promise to deliver the same bundle of benefits / services consistently to buyers
BUT it’s by no means the whole BRAND story!