Branding Round-up: A branding mistake. Surprise affinity. Gut impression.
Here’s a quick branding round-up of interesting branding stories that really made me think:
- First rule of branding: Focus on your position and become known for that one thing. Jay Ehret at The Marketing Spot calls out a major branding mistake in Barack Obama’s campaign: Everyone knew that Barack Obama stood for change.
- Even those who shun branding as being just for big business or deceptive or phoney find that they have a brand affinity toward products that they like. Jackie Huba of “Church of the Customer” in her post 10 questions with Rob Walker is surprised at the feelings she gets toward her Converse sneakers after Nike buys Converse. Hat tip to Tom Fishburne at Brand Camp on the Evolution of Marketing.
- Still not sure that branding makes a difference? Try looking at a series of logos for the gut feelings the logo evokes. Read Lolly’s “What Consumer’s Really Think of Your Logo” . She’s a ” Qually” — a market research professional in London who really knows her stuff. I prefer playing the brand versus brand battle mode. Who wins: HP vs Dell? Canon vs Kodak?
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