September 2009 Blog Posts (7)

Emotional Benefits

When consumers interact with a brand, there is an emotional consequence. Brand failure, even in the most insignificant categories, can cause frustration, anger, even embarrassment. Brand success can lift spirits and turn a bad day around. What’s interesting is these emotional consequences are often not just directed at the brand, but at the user. Ever felt like a sucker for buying a brand? Ever felt more confident about yourself when using a brand?

As a brand builder, the goal is to… Continue

Added by DavidCrace on September 25, 2009 at 7:30pm — 2 Comments

Beware the Cover Art

Change is really hard.

Whenever one considers changing a system – even if it’s to innovate and improve that system, there are always a number of good reasons to avoid the change altogether and keep things as they are. Is it worth the effort, the risk and the cost to change something that works now? Will the old way be missed? Will something valuable be lost if there is change? These are all legitimate and often used questions that can and occasionally should stop… Continue

Added by Gunnar Branson on September 24, 2009 at 6:54pm — 4 Comments

On Performance

When evaluating performance, marketers often make two mistakes: (1) relying solely on technical testing to evaluate performance & (2) too narrowly defining the performance window.

Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are… Continue

Added by DavidCrace on September 22, 2009 at 8:21pm — 1 Comment

Brands - Who Do YOU Trust?

It seems that everyone is having trust issues these days (see WMD's, Healthcare, baseball players and steroids, etc.). So, why should Brands be an exception?

The article on The Great Trust Offensive (from their 100 Top Brands issue) highlights that Brands are indeed no exception.

But, I ask: is this news? Not to me. Trust is absolutely core to the… Continue

Added by Ted L Simon on September 21, 2009 at 10:33am — 1 Comment

Competitive Set

Consumers make choices. Either consciously or sub-conciously, before they use your brand, they consider their options.

And let's be clear, this isn't just about purchase, it's about use. Once they buy, they still have to decide to use. And this is important because it's only after use that they can reward you with...repurchase.

Stories of brands that failed to understand their competitive set are legion. Oh most of us understand the core-category competitive set (who is… Continue

Added by DavidCrace on September 18, 2009 at 9:23pm — 5 Comments

Functional Benefits

Unlike Seinfeld (the show about nothing) brands are about something. To have value, they must have benefit. Ultimately, the consumer asks, "What's this do for me?"

Brands deliver functional and emotional benefits to their users. Both are essential, but I believe the functional benefit is precedent in brand building. Everything else builds on this decision and no amount of marketing overcomes a mistake in this area.

Brands exist inside competitive sets or categories, and… Continue

Added by DavidCrace on September 17, 2009 at 7:26am — 2 Comments

What & Why: 'The Brand Farm'?

As an intellectually curious person, I have always gravitated toward dialog and interaction about things of interest to me. Professionally, since my days at Kraft and Coke, that has brought me to content about all aspects of brand marketing, consumer behavior, marketing, corporate strategy, etc.

Online today there are a variety of blogs out there, many by people who are quite accomplished and who "know their stuff". The problem is - I sometimes feel uncomfortable, essentially,… Continue

Added by Michael B. Moore on September 7, 2009 at 9:00pm — 5 Comments

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