Branding Defined
By Joe Ferry on Feb 10, 2009 in Featured, Marketing Communications, Public Relations
Branding is one of those nebulous marketing concepts that everyone seems to define differently. Thanks to a fast-paced and entertaining presentation by Marty Neumeier of the San Francisco-based brand consultancy Neutron, LCC, branding comes into a bit more focus. A few key points he makes:
Let’s start off with what branding is NOT:
• A logo
• An identity
• A product
Definition: A brand is a person’s gut feeling about a product, service or organization.
It’s not what YOU say it is. It’s what THEY say it is.
Why is branding so hot?
• Because people have so many choices and too little time.
• Most offerings have similar quality and features.
• We tend to base our buying choices on trust.
• Trust equals reliability and delight. Trust comes from meeting and beating customer expectations.
Here is Marty’s full presentation.
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