You write from the heart, Charles. Or maybe, given the salty words being used, another place!
I don't know if I agree entirely, though you make some great points. Is "brand" equal to quality and exclusiveness? There is a recognisable McDonalds brand for example. Or the other recognisable one: Coca Cola.
I think "brand" is what advertising is selling, so branding is indistinguishable from advertising, so long as your advertising is setting your product or image apart from the competition.
The elements of what makes one product different from another is what advertising is selling when there are a number of different competing products. The tobacco in Lucky Strike cigarettes is toasted and is a selling point. Even though all the competitors have the same process. The information is meaningless, and marvellous.
Lego is another famous brand. For many years they had the building brick market essentially sewn up tight. And yet they put a lot of effort into branding and nobody would say they are - or were - a luxury product. Or an exclusive one.
As you say, it's how we do stuff. That's the branding. And that's the real product.
Thanks for another inspired rant. Things for me to chew on as I light up a Lucky.
You write from the heart, Charles. Or maybe, given the salty words being used, another place!
I don't know if I agree entirely, though you make some great points. Is "brand" equal to quality and exclusiveness? There is a recognisable McDonalds brand for example. Or the other recognisable one: Coca Cola.
I think "brand" is what advertising is selling, so branding is indistinguishable from advertising, so long as your advertising is setting your product or image apart from the competition.
The elements of what makes one product different from another is what advertising is selling when there are a number of different competing products. The tobacco in Lucky Strike cigarettes is toasted and is a selling point. Even though all the competitors have the same process. The information is meaningless, and marvellous.
Lego is another famous brand. For many years they had the building brick market essentially sewn up tight. And yet they put a lot of effort into branding and nobody would say they are - or were - a luxury product. Or an exclusive one.
As you say, it's how we do stuff. That's the branding. And that's the real product.
Thanks for another inspired rant. Things for me to chew on as I light up a Lucky.
Britni