Comments on: Branding: everything you know is wrong http://cultureby.com/2004/12/branding_everyt.html This Blog Sits At the Intersection of Anthropology and Economics Wed, 08 Feb 2012 08:43:22 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: G. M. http://cultureby.com/2004/12/branding_everyt.html/comment-page-1#comment-6944 G. M. Tue, 28 Dec 2004 17:05:57 +0000 http://localhost/wp_culture/?p=1065#comment-6944 Curiously enough, Erich Joachimsthaler's book on branding that he wrote with David Aaker uses this type of hierarchy (functional,emotional and self-expressive benefits) to create a brand identity. The curious part is that the fellow your spoke with Nick Hahn, works for him at Vivaldi Partners, and they utilize this methodology. Curiously enough, Erich Joachimsthaler’s book on branding that he wrote with David Aaker uses this type of hierarchy (functional,emotional and self-expressive benefits) to create a brand identity. The curious part is that the fellow your spoke with Nick Hahn, works for him at Vivaldi Partners, and they utilize this methodology.

]]> By: Colin McKay http://cultureby.com/2004/12/branding_everyt.html/comment-page-1#comment-6943 Colin McKay Sat, 04 Dec 2004 11:05:19 +0000 http://localhost/wp_culture/?p=1065#comment-6943 Pulling together your first observation about books on branding and Maslow's hierarchy: it seems that most branding books are actually an exercise by branding consultancies to run the hierarchy in reverse. - to help carve out a niche in the marketing universe, they cobble together a book (usually starting with a fingernails' worth of original thought and a bucketful of design gimmicks). That's self-actualization. - once a managing director has a book, he/she can start working the circuit of association meetings and conferences. All those nametags? Self-esteem. - and we can go on ... Pulling together your first observation about books on branding and Maslow’s hierarchy: it seems that most branding books are actually an exercise by branding consultancies to run the hierarchy in reverse.

- to help carve out a niche in the marketing universe, they cobble together a book (usually starting with a fingernails’ worth of original thought and a bucketful of design gimmicks). That’s self-actualization.

- once a managing director has a book, he/she can start working the circuit of association meetings and conferences. All those nametags? Self-esteem.

- and we can go on …

]]> By: Ennis http://cultureby.com/2004/12/branding_everyt.html/comment-page-1#comment-6942 Ennis Sat, 04 Dec 2004 10:23:14 +0000 http://localhost/wp_culture/?p=1065#comment-6942 Funny -- do you shop this way? I do have brand loyalty, but it's usually to the utility of the brand over time. So Dockers earned partial loyalty by actually being better than knock offs, Lands End earned more by being quite well constructed no matter what I purchased. But ... I'm pretty fickle, and usually by one item at a time. Branding usually turns me off. A&F -- UGH. BMW? Why all the pretention. Style is good, but I wish companies would let their style speak for itself. But then, I'm different from most consumers. It's just that brands don't speak to me much in a positive way unless I have a good acquaintance with their products. Funny — do you shop this way? I do have brand loyalty, but it’s usually to the utility of the brand over time. So Dockers earned partial loyalty by actually being better than knock offs, Lands End earned more by being quite well constructed no matter what I purchased.

But … I’m pretty fickle, and usually by one item at a time.

Branding usually turns me off. A&F — UGH. BMW? Why all the pretention. Style is good, but I wish companies would let their style speak for itself.

But then, I’m different from most consumers. It’s just that brands don’t speak to me much in a positive way unless I have a good acquaintance with their products.

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