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Category: ?Branding Bag?

?Branding Bag? Derrick Daye

Are Brand Relationships Like Human Relationships?


Brand Strategy Kraft Likeapella

I am hearing a lot these days about brand relationships being like human relationships. Maybe it is just me, but I don’t feel that my relationship with brands is the same as the one I have with my fellow humans. I might feel genuine affection for one or two brands, but most are simply familiar solutions to a specific need. Here are some of my thoughts on the topic but I would love to hear yours.

Initially, I thought my concern about anthropomorphizing brands was to do with the intermittent nature of our relationship with many brands. In reality, there are few brands that we think about or interact with on a regular basis, the mobile phone being the most frequent for many of us. Most of the time brands are out of sight and out of (conscious) mind. But then a human relationship can range from fleeting to enduring. And once a relationship is established, we often seem to be able to pick it up again where it left off, even if years have intervened. 

Then I read this in the Wikipedia entry on Interpersonal Relationships:

Interpersonal relationships usually involve some level of interdependence. People in a relationship tend to influence each other, share their thoughts and feelings, and engage in activities together.

Now this seems to address my concerns more closely. To what degree are we interdependent on the brands we use? Are there any brands that you use for which there really is no acceptable substitute? And just how dependent is that brand on you? Would Apple really miss you if you decided another mobile phone better met your needs or desires than the iPhone?

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?Branding Bag? Brad VanAuken

U.S. Political Party Brand Analysis


Democrat Republican Party Brand Strategy

Political parties are brands. Given that Americans are in the midst of Republican presidential candidate campaigning, we thought it would be interesting to conduct a survey on how people perceive the Democratic and Republican political parties. In particular, we want to understand how the two parties are perceived differently by different types of people. We will look at how people of different ages, genders, income levels, states of residence and political party and religious affiliations perceive each of the two parties. In the end, we want to understand which perceptions are shared across different types of people and which perceptions are particular to certain types of people.

We also want to understand what unites people and what divides people in reference to political parties. Please take a few minutes to complete this survey and then, to prove that social network marketing works, please share the survey link with your friends and business associates. We are seeking as broad a cross-section of people as possible. All BSI readers are welcome to participate.Thanks for taking the time to contribute to this project. We will report our findings on Branding Strategy Insider when our analysis is complete.

Please take our survey here. 

Sponsored byThe Brand Positioning Workshop

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?Branding Bag?

Confessions Of A Middle-Age Brand Consultant


Brand Consultant Thomson Dawson Brand Strategy

I’ve been in the marketing profession for nearly 30 years, mostly running my own marketing communications and brand development agency. In my professional career, and as an agency principal, the extraordinary and profound global change that has shadowed my entire professional life has brought me to an inflection point, certainly to a crossroads.

And now for my confession.

I’m no longer sure I want to continue to be a part of a business activity that feeds on ever more ridiculous consumption. Here in the US, it’s been corporate brand owners and the media who wrote the book on conspicuous consumption over the last half century. On some level, I’ve contributed to and been investing in keeping that idea alive.

I’m not so sure this is work worth doing.

Our mindless consumption without consequence behavior has got to change. Marketers need to be thinking more about consequences to the whole ecosystem rather than stoking more consumption by the shrinking mass in the middle. If anything, the recent economic meltdown and continued doldrums we are experiencing has served to focus my attention to what’s more important in my life, and in what new areas I can direct my experience and expertise to make things better.

Speaking as a consumer, I don’t believe the current “cultural model” driven by ubiquitous marketing is sustainable. Like many consumers I avoid marketing at all cost. In my view, if we are to prosper as a culture, brand owners need to be thinking about more important stuff than share of wallet.

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?Branding Bag? Derrick Daye

More To Learn From Steve Jobs


Steve Jobs Apple Brand Marketing

It's been more than four months since the passing of Steve Jobs. Much has been written and shared in that span about one of the greatest innovators and marketers of our times. In the flurry of remembrences I missed this opinion piece in the New York Times by his biographer, Walter Isaacson. For me, Steve's lessons continue to surface. 

The Genius Of Jobs 
One of the questions I wrestled with when writing about Steve Jobs was how smart he was. On the surface, this should not have been much of an issue. You’d assume the obvious answer was: he was really, really smart. Maybe even worth three or four reallys. After all, he was the most innovative and successful business leader of our era and embodied the Silicon Valley dream writ large: he created a start-up in his parents’ garage and built it into the world’s most valuable company.

So was Mr. Jobs smart? Not conventionally. Instead, he was a genius. That may seem like a silly word game, but in fact his success dramatizes an interesting distinction between intelligence and genius. His imaginative leaps were instinctive, unexpected, and at times magical. They were sparked by intuition, not analytic rigor. Trained in Zen Buddhism, Mr. Jobs came to value experiential wisdom over empirical analysis. He didn’t study data or crunch numbers but like a pathfinder, he could sniff the winds and sense what lay ahead.

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?Branding Bag?

The Life Span Of Brands


Brand Strategy Kodak George Eastman Thomas Edison

Like people, brands don’t live forever.* They’re born into the marketplace, grow and become successful, then iconic, and then stale as week old bread. The driver underpinning all these phases is unrelenting and rapid change. Seemingly, the forces driving our global economy are getting harder for brand owners to keep up with. Brands are dynamic. Brands have their cycles and they run their course. What’s difficult for brand owners and managers to grasp is when to continue to invest precious capital into a tired under-performing brand or move on. 

This is particularly true if the brand was once a leader in the market. Market success always creates size, power, and breeds a false sense of security (think arrogance). Over time, this creates an unrealistic view of the marketplace reality, and a lack of urgency to correct course in maintaining relevancy among consumers the brand serves. In the US, both Sears and Kodak are stunning, real-time examples of this dynamic. (Kodak founder George Eastman pictured on the left)

Danger lurks when brand owners and managers of iconic brands become inwardly focused and miss new opportunities or competitive threats. Complacency by brand owners becomes the norm, and endless advertising messages, brand extensions, and ultimately commoditization blur the brand’s compelling meaning in the minds of consumers. 

Often, the key to lasting brand success — longer brand life spans is an internal push to evolve and repel complacency. Leaving weaker brands and their brand managers to fade away and take their rightful place in brand history. 

*Unless they continue to meet human needs, the ultimate reason for a brands' existence

Sponsored ByThe Two-Day Brand Positioning Workshop  

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