The Brand Farm

Cultivating more consumers who buy more, more often, & tell their friends!

October 2009 Blog Posts (7)

Brand Managers Must Die

Or, so says Forrester.

Forrester is about to release a report next week calling for a radical shift in the role of the "traditional" Brand Manager. Bottom line, the report advocates for a reorganization and refocus of marketing organizations from "brand management" to "brand advocates" as a response to the onset of the digital age, consumer fragmentation and the rapidly changing marketplace. Clearly, an extremely important dialogue for… Continue

Added by Ted L Simon on October 12, 2009 at 1:54pm — 14 Comments

"Winning Ugly" Brand Strategy

One of my home town baseball teams, the Chicago White Sox, was described during the 1983 season by Doug Rader, manager of the Texas Rangers, as "Winning Ugly". He was trying to dismiss the White Sox style of play which emphasized a kind of scrappiness and bull headed determination rather than consistently good hitting or pitching.

Although I am not, strictly speaking, a White Sox fan, (I live on the north side of the city) I have always appreciated the way this phrase, "winning… Continue

Added by Gunnar Branson on October 12, 2009 at 12:27pm — 4 Comments

How to bring Buick back?

I was riding behind a new Buick today and thought about the car and the brand. Big difference. I'm not sure what model it was, but from the back the lines of the car looked quite nice. It came across like a sleek, European sport sedan - definitely a nice look. What crashed it back to Earth for me, though, was the rather large Buick logo/crest on the back. it was definitely a downer - reeking of old, stale, tired, out of date cars that my grandfather might have driven in his youth! :-)…

Continue

Added by Michael B. Moore on October 9, 2009 at 9:00pm — 3 Comments

Emotional Benefits: Group vs Self Identity

To pick up from the previous post, we are all motivated by the goal for self actualization, but self-actualization can only be achieved after we have met our "social needs" and "esteem needs". Social needs refer to our desire to belong, to have friends, to be in a group, to have community. Esteem needs refer to our desire for self identity, self respect, and independence from a group. Group identity vs self identity. The emotional benefit of any brand "ladders" up to these higher order… Continue

Added by DavidCrace on October 7, 2009 at 9:49pm — No Comments

Is it Marketing? Or is it Nagging?

Communication is a central part of managing companies, of persuading markets or of leading governments. However, when people talk about communication, they often seem to be missing out on what the word actually means.

Inside organizations, when an individual or small group comes up with an idea, innovation, or plan of action, they hone it, make sure that they have worked out how best to make it work, how best to implement. Then, when the plans are all in place, they decide to… Continue

Added by Gunnar Branson on October 6, 2009 at 10:24pm — 2 Comments

How Do I Use 'The Brand Farm'?

Since we're so new, I'm sure some of you may be trying to figure out The Brand Farm; how to use it, what it can do for you, how it complements your other marketing and social media efforts etc. Here's what I'd offer:

Twitter is a great place for short interactions - quickly reaching out to new people and passing the word about things you have going on in your career and life.

Facebook, for most, is a great place to connect with friends and colleagues, or to create a fan… Continue

Added by Michael B. Moore on October 5, 2009 at 10:30am — No Comments

Emotional Needs: Hello Maslow

Brand builders continue to primarily rely on Maslow’s Hierarchy of Needs as a conceptual framework for understanding the motivation of their consumers. In a nutshell, this model proposes that all emotional needs “ladder up” to our ultimate pursuit for self actualization. Read more here.

A fair amount of academic debate continues on what the hierarchy looks like after physiological needs are met.… Continue

Added by DavidCrace on October 1, 2009 at 7:03am — 1 Comment

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