DISQUS

Martin Calle · 2 years ago

In an age where consumer packaged goods have become commodities, top executives wonder where their growth will come from and short-lived CMOs spend more time chasing consumer ears and eyeballs deep into new media forests, I had a President at Procter & Gamble tell me that he thought branding was something you did when you didn't have anything important to say about your product. In my book, a "brand" is just something that someone started that caught on. Then "marketers" contribute to its obesity and kill it. And I have foundthis to be more true than false across the industry over the last 45 years when you consider companies such as Blue Cross and Blue Shield "brand" themselves with slogans such as "Discover The Power of Blue." Gee. I thought that was IBM. How is that "likable, knowable and trustable?" Simple? Yes? Easy to remember? Yes? Unquestionable? Debatable. But the problem with branding today, like advertising, is that it has fallen to the level of the people it targets, which is why it transmits right through us - in one ear and out the other.
www.CalleCompany.com

Sure Fure Guy · 2 years ago

Mr. Calle,

You sound very knowledgeable regarding branding. It's very interesting that you mention that "a 'brand' is just something that someone started and then caught on." What would be your words of advice to someone who makes a living "branding" businesses? (e.g., go find a more "honest" career?) Your comments are very thought-provoking.

Best regards,

Justin Ver Burg

Aaron · 2 years ago

I've always believed the that branding is the ultimate strategy that should be implemented in all marketing efforts. I notice many companies will billion dollar budgets tend to ignore a lot of potential sometimes.

Lindsay · 2 years ago

I read this with great interest, all too often business owners believe a logo establishes branding. So, they merely copy the styles and colors they think represents their market segment and think they have established a brand image. They fail to see by "copy cating" they have joined the ranks of the terminally mediocre and are never able to establish the critical differentiation true branding offers them.

Thriveal · 2 years ago

Wow. Those are awesome definitions. I'll be posting those on my links blog (I do every Thursday). Thanks, John, for good material.

Thanks, Jason

ShoestringBranding · 2 years ago

It all boils down to attention and trust. Simplicity is key: one simple, powerful idea that is relevant to customers and is executed well is enough to build the brand. This makes everything else easy.

John Rosen · 2 years ago

I certainly see the power in your definition and will begin wusing it with my clients -- with proper attribution, of course. I have always defined branding as achieving greater demand -- that is, charging more for your product or service and/or selling more at the current price. That said, I can now add to this statement the following: How to you do this? As John Jantsch says, you do it by "becoming knowable, likable, and trustable."

S. Carter · 2 years ago

I find it amusing that you discuss being trustable, then advertise logoworks. They steal designs from real designers.

John Jantsch · 2 years ago

S. Carter - the only thing I can do is relate my experience with the real designers that I have worked with at LogoWorks - LogoWorks can't steal anything, if a designer they employ stole a design, then shame on them. LogoWorks fills a need that many design firms have no interest in filling - in fact, the largest category of buyer for LogoWorks designs is the "real" designer you reference - if that item makes me untrustworthy in your eyes then I will have to live with that - one of the principles of building a strong brand is giving up the notion that you can be all things to all people.