Branding

I have mixed feelings about the subject of branding as will become clear as you read my articles.

In theory branding is an important way to create differentiation and it creates value for customers in itself. People define themselves by the brands they closely connect with and buy and significant price premiums are justified because of the need to been seen with the right brand.

In practice I see too many small businesses use the “brand style advertising” they see on the television advertisements which do little to generate a case for buying the product or service but are designed to generate increased brand awareness.

But brand awareness doesn’t usually put money in your bank account, you need to create brand preference.

I also see too many lazy brand extensions which dilute the value of the brand and I look at these in ~Branding Mistakes.

I go along with the idea that the big value of a brand comes from owning a position in the customer’s mind. A brand has to stand for something and not just be well known.

The USP (Unique Selling Proposition) And Rosser Reeves

by Paul Simister on March 15, 2011

I’m sure you’ve heard that your business needs a Unique Selling Proposition (USP) because the idea is banded around by most marketing consultants and coaches. Unfortunately the meaning of USP tends to change depending on who you listen to although the point about differentiating your business and your offer from competitors is consistent. The Origins […]

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Marmite: A Classic Love It or Hate It Brand

by Paul Simister on March 2, 2011

I keep telling clients “no one buys OK”. To create a strong preference in buyers, you need to be prepared to have many others take a look and reject what you have to offer because you’re wrong for them. Bland and boring doesn’t cut it. The classic love it or hate it brand is Marmite.

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Britain’s Top Brands 2011

by Paul Simister on March 1, 2011

One way to differentiate your business is through branding although different people think branding means different things. There’s an irony there since branding is meant to clarify the position of what a product stands for. The Centre Of Brand Analysis has come up with its list of Superbrands 2011 and it contains some surprises. There […]

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