Tag Archives: branding

Brands Count!

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Yesterday, I told you to vote. No, I didn’t ask you. I meant it- it’s your civic duty. I had a close friend who never voted for decades. Yet, he felt free to bitch and moan about what was happening. I made it clear that if he did nothing, he agreed with whatever results ensued- and had no right to complain. It’s his job to vote- and make sure change can occur.

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“Who are you?… Who? Who? Who? Who?”

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OK.  I am serial entrepreneur.  But, each venture has been different.  No sequels.  As opposed to Hollywood, where risk taking is no longer practiced.  Transformers 3.   Hangover 2 (one wasn’t enough?)  Harry Potter 7+ (I guess they knew what Google had planned)…etc. Even our presidential campaigns.  Newt 2+ (or is that minus?)   Mitt 2.  Palin 2 maybe…Oh, wait- did I just violate her trademark?  (and what would that connote, anyway?) But, that is not the subject of this article.  I was going to talk about branding.  Brands don’t allow for inconsistent images. When we develop OUR brand, it has to be clear- but able to grow with time.  There was a time when Coca Cola would never have used the term “Coke” for anything but Coca Cola.  Now, there’s Coke Zero, Diet Coke, Coke, Classic Coke, Vanilla Coke, Coke Cherry, et. al…  Obviously, Coca Cola’s concept of a brand has changed. Brand management is a technique that was pioneered by Procter and Gamble.  P&G defined the concept that the brand connotes a promise made to the consumer; the company needed to  maintain that promise, position the concept in the marketplace, and then insuring the customer gets that promise delivered each and every time.  Brand management gets the customer committed to the brand, just as the company is committed to the customer.  And, the brand connotes quality. That concept was extended to personal brand management in a book by Al Ries and Jack Trout (Positioning:  The Battle for Your Mind).  At the time, we used that book as the bible for our clients’ brands- and our services to our clients.  It makes it clear to our chosen niche what can be expected from us.

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