Just like viral, it is something that happens when a customer interacts with a product or service. It's about their experience not the outbound message.
This is not to say that a compelling offer won't lure some people to try a product, it happens every day. The table may have been set but the customer remains the one who has decided to partake. If they enjoy it and share the experience with someone then branding begins.
Coke is not a brand; it is syrup and bubbly water. Harley-Davidson is not a brand; it’s a company that makes motorcycles. Porsche is not a brand; it is a handsomely priced line of super cars. And they all conjure up images in our minds which is where brands grow.She told three friends
You are certainly familiar with the telephone game where you tell someone something, then they tell someone and by the time it gets three or four people deep, the content has morphed into something different.
This happens with our online persona. Like branding, our reputation cannot be created because it's what happens when we aren't in the room. We have no idea what most people think or say about us. But we can conduct ourselves in a way to hopefully garner kind feedback.
In marketing, there is a term called aspirational. There are four categories of items that people aspire to win – cars, cash, trips and things they don’t have access to within their own means. Bound for Arlington
An example would be a pair of tickets on the 50 yard line to see the Packers and the Steelers on Sunday. The Packers and Steelers aren’t brands; they are football teams. I can hear fans of both screaming at me for writing that. And that would be branding. Ask anyone in Green Bay if they cheered for the Vikings this year.
The social web presents an interesting opportunity for many to position themselves in a certain light. If you work hard and build up a Klout score and get a lot of followers on Twitter, some may perceive you as a savvy digital expert whether you are or not.
How do you think you can change the perception of others?
knealemann | How can I help?
image credits: coke | inform | mogoel
20 comments:
RT @knealemann: New Post: Can Marketing Create a Brand? http://ht.ly/3NcxG
RT @knealemann: New Post: Can Marketing Create a Brand? http://ht.ly/3NcxG
Those are great examples but I'd include Obama and Mandela and Lennon as brands in my mind because of what they mean to me.
RT @knealemann: New Post: Can Marketing Create a Brand? http://ht.ly/3NcxG | Excellent read!
Intrigued by your thoughts on brand. And I concur, to a point. I tend to veer toward the Kawasaki "fire hose" model in terms of content and with regard to following and clout. My personal aspirational #1 is to have integrity trump everything always, and aspirational #2..to build a following and clout like a house a'fire. From all I read, I'm in the minority regarding speed and big numbers. There's a common theme that clout and numbers don't matter. But all the integrity in the world isn't worth a twit if it sits on a self, right? Will people seek you out based on your integrity alone? There's that sex appeal thing in marketing that makes the world go round. Maybe what I should be writing is that there is a plethora of brands with high numbers and perceived clout without integrity...and they muddy the waters. But separating the wheat from the chaff isn't so hard. The Kneale Mann's are pretty easy to spot. I love, admire and respect your work and will be your cheerleader forever. But you have that wonderful appeal (in your writing, silly) that caught my eye. It's like spotting a Porsche. :-) And we (the great big social "we") are grateful to you. Great thought-provoking post!!! *MUAH*
Marketing can create momentum, a shift, a movement that can roll but only once others pick up the ball and run and tell their friends. But the greatest painter to ever live will die penniless if her talents are locked in a studio.
I just don't think it's that simple. Branding is the experience one has with a service or product but as you said many have been successful setting the scene. So one could argue both are necessary.
@KnealeMann asks "Can Marketing Create a Brand" http://t.co/EsX9MgG
It takes much more than that. RT @knealemann: New Post: Can Marketing Create a Brand? http://ht.ly/3NcxG
Sally - Exactly! Brands are not things, they are emotions that are attached to experiences.
Verizon - Wow, thanks!
Can Marketing Create a Brand? http://t.co/zHUySas via @knealemann
Pat - You are too kind, thank-you. :-) And I agree, some metrics are essential but inflated numbers can be suspect. The Green Bay Packers have NOT won the championship 79 times yet there is a 30-yr wait for seasons' tickets.
Kathie - Without an audience, there is no experience and with no experience, there is no brand. Bang on!
Jon - Both are definitely necessary!
Keith - agreed.
My head hurts when anyone talks about branding and marketing and products and all the crazy science involved. Build great shit and give great service and tell everyone you can about it.
Branding is nothing more than making people spend extra money on useless things
Steve and Steve - That certainly is the cynical view but I'm sure there is something in your life that (to others) seems like marketing but you have a connection. Bad pitches, cheesy messages, scam and spam certainly add to the cynicism.
Can #Marketing Create a Brand? http://bit.ly/fiUE9w @knealemann #SM #Branding
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