7 Replies to “Only One Kind of Branding Matters”

  1. Okay, I buy the basic gist of this – even if as a branding guy, I’m eager to slice and re-slice the onion until everyone in the room is crying. But I’ll put my Slicer-Dicer(tm) away – at least until I meet you in Toronto later this month (and I’ll make sure to buy you a beer first).

    Let’s stick to what I think we can agree on. How about the thing I always tell clients: “the brand is the part of the product that your customer owns.” Can we agree on that?

  2. I was  lucky to have my first job (real job) working at FedEx in Memphis in Marketing.   I learned from the woman responsible for the re-branding that is the current logo.   I also learned from the man who is still the head of marketing worldwide, Mike Glenn.  He gave a speech to the entire marketing dept in 1999 where he said that advertising creates a promise that the product must deliver.  That is it.

    We were lucky to have ownership of the product.  Marketing was the driver at FedEx.  Not sales (we had a very good relationship).

    The point is, we owned the 4 P’s of marketing.

    As a result we could deliver on the promise.  If we did not, it wss our fault.  Not sales, not operations, not IT.   Marketing.

    Shaun Dakin
    @ShaunDakin:twitter 

    1.  It’s amazing how the basics keep coming back to haunt the now.  You can’t walk away from fundamental truths about people, and what they expect from their brands.  Thanks for these insights, Shaun!

    2. Amazing stuff Shaun, and lucky you to be there for at least two seminal points in branding history. Since then, others among the most progressive companies have turned the marketing / product equation inside out, so that “brand management” is no longer about communications, it’s about EVERYTHING management. Not all my clients in high tech and the public sector buy that. But I’m doing my best to convince them!

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