yaa3z6g6
Dołączył: 28 Gru 2010
Posty: 49
Przeczytał: 0 tematów
Ostrzeżeń: 0/5
Skąd: England
|
 Wysłany: Sob 4:42, 08 Sty 2011 Temat postu: Asics Industry Pro Interview Branding - Turning Yo |
 |
|
v class="googleright">When you say the word "branding", most people think USP (unique selling proposition). However a USP is far from the equivalent of a brand as we're about to find out. What is branding? Is it just for "big boys"? And how the heck do you create one, anyway?
Rob Frankel () has been called "the best branding expert on the planet" and is author of "The Revenge of Brand X: How to Build Big Time Brand(tm) on the Web or Anywhere Else",[link widoczny dla zalogowanych], (available at ). He now shares some insights with us that will shed a little light on the branding mystery.
KARON: Thanks for your time, Rob. I know your schedule is packed.
ROB: You're welcome!
KARON: Well, let's start with the b[link widoczny dla zalogowanych]... everyone in the world has heard the term branding but it is still widely misunderstood. What is the basis of branding and - more importantly - why should a business care about it?
ROBFRANKEL: Branding is THE most misunderstood aspect of marketing. Here's the best example I can give. Just as you're more than a simple name and a face,[link widoczny dla zalogowanych], a business is more than a name and a product. So a brand is as much the way you do things as what you do.
A business should care about it, because THAT'S the stuff that inspires loyalty and motivates people to evangelize the brand. That's where the money is, in more ways than you can imagine.
KARON: So for those who think branding is coming up with a USP and just plastering it all over everywhere... what would you say?
ROB: A couple of things: First, my own branding (Big Time Branding) is not about a USP at all. It's about a UBP... Unique Buying Proposition. THAT'S the problem with almost all brands they concentrate on what they have to sell instead of why people want to buy. Also, many confuse branding with advertising and PR. That's because old ad hacks try to pass themselves off as branding people. Fact is, "First you build the brand, then you raise its awareness."
The brand happens long before either advertising or PR... internally and externally.
KARON: Just like I might wear the same jeans and t-shirt as another woman but I'm very different inside. It's that difference that makes the brand.
ROB: Branding goes down to the core. In fact,[link widoczny dla zalogowanych], I have a Ubiquitous Brand Test in my book: "Are we doing it the way?" If the answer is no, you're not branded.
Here's another example: Can I send you $100,[link widoczny dla zalogowanych],000 in cash?
KARON: Well of course you can!
ROB: I'd like to overnight it to you. Is that okay?
KARON: Sure it is!
ROB: Okay, but you have to pay for the shipping... you want me to send it US Post Office or FEDEX or what?
KARON: FEDEX
ROB: Most people say FEDEX... and rightly so. Because FEDEX has a brand image that communicates how they won't let the businessman down. And most people will gladly pay $15 more for the exact same service, even though they're basically the same. That $15 difference is pure branding profit.
KARON: Good Point! Now let me ask you this... how do you respond to the statement that branding is just for the big boys?
ROB: JUST THE OPPOSITE!!!! The less money you have, the stronger your brand has to be, because you rely more on your users evangelizing for you. The big boys have the WORST brands because they tend to buy their way out of their problems.google_ad_client="pub-0192347865020696";google_ad_slot="8019927703";g
相关的主题文章：
[link widoczny dla zalogowanych]
[link widoczny dla zalogowanych]
[link widoczny dla zalogowanych]
Post został pochwalony 0 razy
|
|
