IMHO, big branding initiatives and makeovers are a waste of a good marketing budget.
The big mistake I see corporate B2B marketers make with branding is nursing the illusion that you control it. You may call the brand your vision or your promise, but if you have a brand at all, it?s defined by your customers and your market, not you.
Your company brand is organic and comes from outside in. It?s not something you create from design mock ups and focus groups and push out to the marketplace. The new logo, the new tagline and promise ? that?s just a wrapper. You cannot control your brand. You can influence it.
Image via CrunchBase
Think of some of the big brands ? Apple, Gap, Virgin ? they have a clear brand message (or used to), but do you think they defined it and made everyone agree that that?s what it was? Hell no. They did their thing, did it memorably and consistently, and THAT became the brand. Anything else is just a marketing campaign.
Do You Really Have a Brand?
OK, here?s the big test, in case you still have doubts. If you think there really is such a thing as a brand, ask your customer what your brand is. Ask them if they know what your brand promise is. I am willing to bet they have no frigging clue. And whatever they do throw out as an answer will probably have nothing to do with that brand promise and vision you slaved over for months.
Do what you?re good at. Make your customers happy. You?ll come out with a brand that means something.
Carro Ford has been in marketing for a very long time, way before social media, search and internet marketing. However, she is a strong advocate of these contemporary marketing approaches and considers herself a social media explorer. Her passion is writing and content marketing, and she?s been a freelance B2B? View?full?profile
Source: http://www.business2community.com/branding/branding-is-stupid-0271788
uc berkeley harrison barnes brett ratner stevie nicks anchorman capybara duggars
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.