http://commons.iabc.com/branding/2006/04/12/branding-defined/ A Blog Community for Business Communicators Sat, 06 Sep 2008 16:55:24 +0000 http://wordpress.org/?v=2.5.1 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-513 Mark Weiner Wed, 28 Jun 2006 16:52:06 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-513 The point I'd like to add in response to the original joke is that "branding" resides in the mind of the customer (or in the case of the punchline, "the attractive girl." In my experience, branding is used as a verb rather than a noun and it's a misuse based on misunderstanding. What companies do is advertise, discount prices and use PR...the branding is not so much the tools you use but the effect that you create within people's minds when those tools are applied. There are a million ineffective branding campaigns across all marketing disciplines because they fail to achieve "mind share" (another frequently misused term but that's another story). The point I’d like to add in response to the original joke is that “branding” resides in the mind of the customer (or in the case of the punchline, “the attractive girl.” In my experience, branding is used as a verb rather than a noun and it’s a misuse based on misunderstanding. What companies do is advertise, discount prices and use PR…the branding is not so much the tools you use but the effect that you create within people’s minds when those tools are applied. There are a million ineffective branding campaigns across all marketing disciplines because they fail to achieve “mind share” (another frequently misused term but that’s another story).

]]> http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-507 David Kippen Tue, 27 Jun 2006 16:30:10 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-507 Cute joke, but it elides the important relationship between advertising and branding. Think about it for a moment. Who defines brands? Who develops brand essence? Not communicators, advertisers. And that's a shame in so many ways. Communications is too often left in the position of explaining the brand once the agency has left, rather than helping to shape it while the form is still fluid. Cute joke, but it elides the important relationship between advertising and branding. Think about it for a moment. Who defines brands? Who develops brand essence? Not communicators, advertisers. And that’s a shame in so many ways. Communications is too often left in the position of explaining the brand once the agency has left, rather than helping to shape it while the form is still fluid.

]]> http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-299 Steven A Harold Fri, 26 May 2006 14:59:16 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-299 A joke it may be but it is a great way of explaining brand marketing. I was tempted to add a line about viral marketing but thought better of it. A joke it may be but it is a great way of explaining brand marketing. I was tempted to add a line about viral marketing but thought better of it.

]]> http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-181 Stoked Brands » Blog Archive » How To Poke A Branding Joke To Death Thu, 27 Apr 2006 20:54:31 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-181 [...] Following on yetserday’s quick analysis of branding getting slammed in the media, I found this little blurb on the IABC website - posted by Anders Gronstedt.  It is a reworking of an old joke, but made me chuckle just the same… You go to a party and you see an attractive girl across the room. You go up to her and say, “Hi, I’m great in bed, how about it?” That’s Advertising. [...] [...] Following on yetserday’s quick analysis of branding getting slammed in the media, I found this little blurb on the IABC website - posted by Anders Gronstedt.  It is a reworking of an old joke, but made me chuckle just the same… You go to a party and you see an attractive girl across the room. You go up to her and say, “Hi, I’m great in bed, how about it?” That’s Advertising. [...]

]]> http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-180 Lee’s new Better Communication Results blog Thu, 27 Apr 2006 14:37:08 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-180 [...] T his joke is milleniums old, but worth repeating, as Anders did a couple of weeks ago. [...] [...] T his joke is milleniums old, but worth repeating, as Anders did a couple of weeks ago. [...]

]]> http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-178 Merry Elrick Tue, 25 Apr 2006 21:04:24 +0000 http://commons.iabc.com/branding/2006/04/12/branding-defined/#comment-178 You go to a party, have a few drinks, and then you walk home. You climb to the top of a rooftop and shout at the top of your lungs, "I'm great in bed!" That's Spam. You go to a party, have a few drinks, and then you walk home. You climb to the top of a rooftop and shout at the top of your lungs, “I’m great in bed!”
That’s Spam.

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