Comments on: ATTENTION: Marketing Has Been Re-Branded! http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/ Small Business Branding and Marketing Advice and Commentary Thu, 09 Feb 2012 02:07:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ron E http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-9105 Ron E Tue, 02 Jan 2007 01:14:13 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-9105 "Touch my heart, and I’ll touch your products." That on itself said it all for me. Brilliant. I agree with you that so many big mammoth like companies are earning (and earning good) with bad quality, and less than innovative products; and the means of their success is the brand. As well, I agree that the relationship between customer and product (or brand) should be one of bonding. However I don't think that the practice of branding itself is not useful anymore. I believe many marketers have deviated from the original branding intentions and objectives. Branding in itself, by essence must be about bonding. Otherwise the brand will lack significance and will only be a pretty name or logo. True branding, based on bonding, takes every single customer touchpoint and works with it. I'd definitely like to see much more bonding-branding going on myself. Great article. Keep up the good job. Ron E. http://www.brandcurve.com “Touch my heart, and I’ll touch your products.” That on itself said it all for me. Brilliant.

I agree with you that so many big mammoth like companies are earning (and earning good) with bad quality, and less than innovative products; and the means of their success is the brand. As well, I agree that the relationship between customer and product (or brand) should be one of bonding. However I don’t think that the practice of branding itself is not useful anymore. I believe many marketers have deviated from the original branding intentions and objectives. Branding in itself, by essence must be about bonding. Otherwise the brand will lack significance and will only be a pretty name or logo.

True branding, based on bonding, takes every single customer touchpoint and works with it.

I’d definitely like to see much more bonding-branding going on myself. Great article. Keep up the good job.

Ron E.
http://www.brandcurve.com

]]> By: Ed Roach http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-9069 Ed Roach Sun, 31 Dec 2006 04:44:50 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-9069 You are absolutely correct. We should build strong relationships with customers based on quality of the product. But there is no need for a new term because branding IS the proper term. Let's face it nothing kills a bad product faster than great marketing. A customer will only buy that bad product 'once'. Brand by definition means reputation. Building a relationship through focused branding makes a powerful selling proposition. Case in point: Harley Davidson, Apple and Nike. When these powerful brands market themselves they rarely show the actual products and their features but instead play on the unique relationships they have with their audiences - in your words, 'bonding'. Take a quote from the head of Harley, "We don't sell motorcycles, what we do is make it possible for 50 year old accountants to dress in black leather, ride around in small towns and have people be afraid of them." Now that is branding (bonding). The way your words portray 'branding' makes me think you view it as merely spin, nothing substantial. I view branding as bonding. You are absolutely correct. We should build strong relationships with customers based on quality of the product. But there is no need for a new term because branding IS the proper term. Let’s face it nothing kills a bad product faster than great marketing. A customer will only buy that bad product ‘once’.

Brand by definition means reputation. Building a relationship through focused branding makes a powerful selling proposition. Case in point: Harley Davidson, Apple and Nike. When these powerful brands market themselves they rarely show the actual products and their features but instead play on the unique relationships they have with their audiences – in your words, ‘bonding’.

Take a quote from the head of Harley, “We don’t sell motorcycles, what we do is make it possible for 50 year old accountants to dress in black leather, ride around in small towns and have people be afraid of them.” Now that is branding (bonding).

The way your words portray ‘branding’ makes me think you view it as merely spin, nothing substantial. I view branding as bonding.

]]> By: mutahi http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-8920 mutahi Thu, 07 Dec 2006 12:21:13 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-8920 Hi Brad, Am sorry but I don't totally disagree with you on bonding. According to my little knowledge of marketing - Branding is after all “Bonding”. A product is what the factory produces in millions. A brand is the special relationship between the consumers and the product. A marketer worth his salt will thru’ find that special relationship - read bond - If research shoes 50% of your consumers like something in about product than shouting about! This is what is called consumer insight and it can only come from the product user. Never from the manufacturer. If well used in marketing – read branding - this relationship – read bond - is what builds a great brand and what will persuade others to buy it while the mundane products attain the “sell by date” on the shelve. Hi Brad,
Am sorry but I don’t totally disagree with you on bonding. According to my little knowledge of marketing – Branding is after all “Bonding”. A product is what the factory produces in millions. A brand is the special relationship between the consumers and the product. A marketer worth his salt will thru’ find that special relationship – read bond – If research shoes 50% of your consumers like something in about product than shouting about! This is what is called consumer insight and it can only come from the product user. Never from the manufacturer. If well used in marketing – read branding – this relationship – read bond – is what builds a great brand and what will persuade others to buy it while the mundane products attain the “sell by date” on the shelve.

]]> By: Marketing On MySpace - Why It’s Worth Your Time » Small Business Marketing And Branding http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-8119 Marketing On MySpace - Why It’s Worth Your Time » Small Business Marketing And Branding Wed, 25 Oct 2006 17:06:21 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-8119 [...] So here’s this massive community of cool hunters all in one pretty little package called MySpace… Do you really expect us entrepreneurs to just build a profile and gossip about our obsessions with Justin Timberlake to our Friends? (It’s an example people! I don’t obsess over J-Timber!) We wanna make some of that cold hard scrilla (Money) baby! If you’re a business owner, and have a product that could attract the attention of these shopaholic 20-somethings, then get off your butt and build a profile so you can start creating some relationships! [...] [...] So here’s this massive community of cool hunters all in one pretty little package called MySpace… Do you really expect us entrepreneurs to just build a profile and gossip about our obsessions with Justin Timberlake to our Friends? (It’s an example people! I don’t obsess over J-Timber!) We wanna make some of that cold hard scrilla (Money) baby! If you’re a business owner, and have a product that could attract the attention of these shopaholic 20-somethings, then get off your butt and build a profile so you can start creating some relationships! [...]

]]> By: Touch My Heart, And I’ll Touch Your Products » Small Business Marketing And Branding http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-7297 Touch My Heart, And I’ll Touch Your Products » Small Business Marketing And Branding Mon, 16 Oct 2006 04:46:00 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-7297 [...] So it’s time to get intimate with our business’ prospects, and begin creating product / customer relationships that actually touch the emotions of the people that shop with us. As I said in my previous article, “ATTENTION– Marketing Has Been Re-Branded”, brands are great and all, but they aren’t as important as we’ve been making them out to be. I really don’t give a damn if your logo is featured during the Super Bowl, or on the front page of a small town newspaper – I want to experience, emotionally, what your product is all about. Because… “When you touch my heart, I’ll touch your products”. [...] [...] So it’s time to get intimate with our business’ prospects, and begin creating product / customer relationships that actually touch the emotions of the people that shop with us. As I said in my previous article, “ATTENTION– Marketing Has Been Re-Branded”, brands are great and all, but they aren’t as important as we’ve been making them out to be. I really don’t give a damn if your logo is featured during the Super Bowl, or on the front page of a small town newspaper – I want to experience, emotionally, what your product is all about. Because… “When you touch my heart, I’ll touch your products”. [...]

]]> By: kammiek http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-7032 kammiek Tue, 10 Oct 2006 22:41:41 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-7032 Brad! How did I not get to reading this till today? You're like...Bond...Brad Bond! I LOVE it! Genius it is!! It's sooo academic like, yet wiser than half the shit I see in marketing/branding/communication theory texts I see at the university I work for. Good bonding man...I wanna be part of your crew. Kammie K. Brad!

How did I not get to reading this till today?

You’re like…Bond…Brad Bond! I LOVE it! Genius it is!! It’s sooo academic like, yet wiser than half the shit I see in marketing/branding/communication theory texts I see at the university I work for.

Good bonding man…I wanna be part of your crew.

Kammie K.

]]> By: Therone Shellman http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6996 Therone Shellman Tue, 10 Oct 2006 04:34:04 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6996 As an author I can testify to this. My first novel when it released had no distribution to the stores by conventional method. Instead I pushed it and sold every copy face to face. Within months I was getting calls from stores saying they wanted the book. This is mainly b/c people started talking, about the book and me. I took my book to the best seller status within the african market as a result of people relations. Right now I am sought after by most of the african american book clubs to do online interviews, because i'm very outspoken and worldy. I have studied history and politics for 19yrs, and i've lived a very diverse life. From hustling to being incarcerated to holding very good jobs i've been there. And people I come across feel where i'm coming from, and that i'm just like them. In the world of literature, i'm causing a gradual change, b/c my literature also reflects my personality. So in your face i'm this way, and then when you purchase my books its like "yeah I can see him writing some deep shit like this!" And bc/ of it in a genre that primarily used to be about sensationalism and hollyhood stories I am causing people to want and expect more than the norm. This to some authors will become a problem b/c most writers do not have the knowledge or real life experience to go where I go in my literature. Basically, i'm just giving my testimonial that I totally agree with you mentioned. Thanks for that brianstorm, because you just had me going. As an author I can testify to this. My first novel when it released had no distribution to the stores by conventional method. Instead I pushed it and sold every copy face to face. Within months I was getting calls from stores saying they wanted the book. This is mainly b/c people started talking, about the book and me. I took my book to the best seller status within the african market as a result of people relations. Right now I am sought after by most of the african american book clubs to do online interviews, because i’m very outspoken and worldy. I have studied history and politics for 19yrs, and i’ve lived a very diverse life. From hustling to being incarcerated to holding very good jobs i’ve been there. And people I come across feel where i’m coming from, and that i’m just like them. In the world of literature, i’m causing a gradual change, b/c my literature also reflects my personality. So in your face i’m this way, and then when you purchase my books its like “yeah I can see him writing some deep shit like this!” And bc/ of it in a genre that primarily used to be about sensationalism and hollyhood stories I am causing people to want and expect more than the norm. This to some authors will become a problem b/c most writers do not have the knowledge or real life experience to go where I go in my literature.

Basically, i’m just giving my testimonial that I totally agree with you mentioned.

Thanks for that brianstorm, because you just had me going.

]]> By: Brad Williamson http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6921 Brad Williamson Mon, 09 Oct 2006 16:19:00 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6921 Hey Jonathan... Bonding is really a concept that is created out of a multitude of marketing strategies. It's not so much a new philosophy, as it is a new approach to using existing philosophies. You just have to use existing marketing systems with a different outcome in mind that isnt about creating a huge brand, but about creating a legitimate bond. I know that's a very general explanation to your question, but hopefully it makes a little bit of sense. bizMAVERICK... Brad Williamson Hey Jonathan…

Bonding is really a concept that is created out of a multitude of marketing strategies. It’s not so much a new philosophy, as it is a new approach to using existing philosophies. You just have to use existing marketing systems with a different outcome in mind that isnt about creating a huge brand, but about creating a legitimate bond. I know that’s a very general explanation to your question, but hopefully it makes a little bit of sense.

bizMAVERICK…
Brad Williamson

]]> By: Jonathan http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6915 Jonathan Mon, 09 Oct 2006 15:48:15 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6915 I dug your article on the concept of "bonding" over "branding." But how would small businesses without an advertising budget enforce the "bonding" of their products in the marketplace? How can "bonding" be applied to the fastest growing sector, the service industry, when there is nothing tangible to bond with - especially in the absence of an advertising budget? I dug your article on the concept of “bonding” over “branding.” But how would small businesses without an advertising budget enforce the “bonding” of their products in the marketplace? How can “bonding” be applied to the fastest growing sector, the service industry, when there is nothing tangible to bond with – especially in the absence of an advertising budget?

]]> By: Troy Scheer http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6862 Troy Scheer Mon, 09 Oct 2006 12:37:02 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6862 Brad, you're dead on, here. I've been preaching this to clients for some time. You should check out www.experientialforum.com I think you would enjoy being part of the group. Brad, you’re dead on, here. I’ve been preaching this to clients for some time. You should check out http://www.experientialforum.com I think you would enjoy being part of the group.

]]> By: Luc http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6757 Luc Sat, 07 Oct 2006 19:24:37 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6757 Hello Brad, I wanted to layout and play around with your idea of "bonding" with customers that i decided to post an article on my site, CommerceCubes.com, feel free to have a read and let me know what you think. http://commercecubes.com/publication/2006/10/%e2%80%9cby-committee%e2%80%9d-development-design-with-customers%e2%80%99-minds/ Lucas Hello Brad,

I wanted to layout and play around with your idea of “bonding” with customers that i decided to post an article on my site, CommerceCubes.com, feel free to have a read and let me know what you think.

http://commercecubes.com/publication/2006/10/%e2%80%9cby-committee%e2%80%9d-development-design-with-customers%e2%80%99-minds/

Lucas

]]> By: CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Work with your Customers NOT against them at http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6756 CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Work with your Customers NOT against them at Sat, 07 Oct 2006 19:22:50 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6756 [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with. I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain. [...] [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with. I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain. [...]

]]> By: CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Design with Customers’ minds at http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6755 CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Design with Customers’ minds at Sat, 07 Oct 2006 19:17:06 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6755 [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with. I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain. [...] [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with. I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain. [...]

]]> By: CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Design with Customers’ minds at http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6754 CommerceCubes.com - Advancing Commerce Systems “By Committee” Development: Design with Customers’ minds at Sat, 07 Oct 2006 19:15:45 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6754 [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with.  I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain.  [...] [...] If you have a pulse on your customers and their thoughts, ideas and suggestions and you reward them what you will have is not only a product that will sell because it was developed in part by the people who use it but you’ll have customers that are bound to your product over the competition which makes it very hard for them to ever leave something that they have a bond with.  I posted a comment recently to another Blog writer by the name of Brad Williamson where he talks about bonding instead of branding products which in part spurred on the idea of “Software by Committee” that was kicking around in my brain.  [...]

]]> By: donna http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6733 donna Sat, 07 Oct 2006 02:18:43 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6733 Brad Williamson is one of the few individuals that has the creative mind to represent any product. His committment, heart, and soul are part of his being. The creativity and dedication to his true self is a great asset to any product. Wise beyond his years, he can uncannily see where you're coming from. It's his honest self and he's a true maverick. It's obvious that his passion is real. The words written are who he is. This man has given real advice based on his own ideals. The words,ideas and declarations in his articles have been beneficial to all mavericks. Keep up the good work and continue to give your prospective to the real people. Brad Williamson is one of the few individuals that has the creative mind to represent any product. His committment, heart, and soul are part of his being. The creativity and dedication to his true self is a great asset to any product. Wise beyond his years, he can uncannily see where you’re coming from. It’s his honest self and he’s a true maverick. It’s obvious that his passion is real. The words written are who he is. This man has given real advice based on his own ideals. The words,ideas and declarations in his articles have been beneficial to all mavericks. Keep up the good work and continue to give your prospective to the real people.

]]> By: Michael Brito http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6678 Michael Brito Thu, 05 Oct 2006 22:39:35 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6678 Indeed, this is a great article. I just want to add that a company can spend millions of dollars on building a brand and relationship marketing; but unless they have a strong value proposition (great products or services) that fulfills a need, they will never achieve greatness. A few companies that come to mind are webvan (no longer in biz), aol (losing market share by the minute), and earthlink (who?). Indeed, this is a great article.

I just want to add that a company can spend millions of dollars on building a brand and relationship marketing; but unless they have a strong value proposition (great products or services) that fulfills a need, they will never achieve greatness. A few companies that come to mind are webvan (no longer in biz), aol (losing market share by the minute), and earthlink (who?).

]]> By: Brad Williamson http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6661 Brad Williamson Thu, 05 Oct 2006 16:55:28 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6661 Shane... You are wise my friend ; ) Gimmicks and fancy-shmancy marketing ain't cutting it anymore is it? We all recognize the problem, so let's fix it. If we continue to market our products via the smoke and mirrors of branding, our customers are gonna realize the posers that we are. ...Let's not be posers. bizMAVERICK... Brad Williamson Shane… You are wise my friend ; )

Gimmicks and fancy-shmancy marketing ain’t cutting it anymore is it? We all recognize the problem, so let’s fix it. If we continue to market our products via the smoke and mirrors of branding, our customers are gonna realize the posers that we are.

…Let’s not be posers.

bizMAVERICK…
Brad Williamson

]]> By: Shane http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6659 Shane Thu, 05 Oct 2006 15:43:12 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6659 Brilliant thinking Brad!! "Branding" is an important part of a marketing campaign, but with nothing else to compliment it (like bonding) you are just left with a branded product. This is great only to an extent b/c eventually the consumers are going to want an emotionally connection with that product or they won't continue to buy it. I'm in the business of building relationships with my clients, which in turn creates trust and ultimately better business. My product is one of the most competitive products in the industry, but I have to do more than just rely on the brand. Don't get me wrong, the brand is a huge advantage, but you need to do just a little bit more like Brad is talking about, "Bonding". The emotional connection is what seals the day. Again Brad, great thinking! Hopefully Advertisers/Marketers will soon catch on. Shane Brilliant thinking Brad!!

“Branding” is an important part of a marketing campaign, but with nothing else to compliment it (like bonding) you are just left with a branded product. This is great only to an extent b/c eventually the consumers are going to want an emotionally connection with that product or they won’t continue to buy it.

I’m in the business of building relationships with my clients, which in turn creates trust and ultimately better business. My product is one of the most competitive products in the industry, but I have to do more than just rely on the brand. Don’t get me wrong, the brand is a huge advantage, but you need to do just a little bit more like Brad is talking about, “Bonding”. The emotional connection is what seals the day.

Again Brad, great thinking! Hopefully Advertisers/Marketers will soon catch on.

Shane

]]> By: alceste’s blog » Blog Archive » “Bonding” is the new “Branding” http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6605 alceste’s blog » Blog Archive » “Bonding” is the new “Branding” Wed, 04 Oct 2006 11:55:32 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6605 [...] An article about an old/new word in marketing got me into a little bit of thinking. [...] [...] An article about an old/new word in marketing got me into a little bit of thinking. [...]

]]> By: Rattle The Cage BLOG!»Blog Archive » Small Business Branding Links http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/comment-page-1/#comment-6588 Rattle The Cage BLOG!»Blog Archive » Small Business Branding Links Tue, 03 Oct 2006 22:06:20 +0000 http://www.smallbusinessbranding.com/572/marketing-has-been-rebranded/#comment-6588 [...] Marketing Has Been Re-Branded [...] [...] Marketing Has Been Re-Branded [...]

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