Comments on: Back to Basics — A working definition of Brands and Branding. http://www.brandinsightblog.com/2010/01/14/back-to-basics-%e2%80%94-a-working-definition-of-brands-and-branding/ Tagline about this blog .... Wed, 16 Jun 2010 08:33:12 +0000 http://wordpress.org/?v=2.9 hourly 1 By: Derek Fisch http://www.brandinsightblog.com/2010/01/14/back-to-basics-%e2%80%94-a-working-definition-of-brands-and-branding/comment-page-1/#comment-355 Derek Fisch Tue, 02 Feb 2010 19:41:40 +0000 http://www.brandinsightblog.com/?p=525#comment-355 "Tom Peters says, “Branding is ultimately about nothing more and nothing less than heart. It’s about passion… what you care about. It’s about what’s inside you, your team, your division, your company." Well... not quite. Even the beginning of this article disagrees. It doesn't matter who you are or what your passion is if people don't get it. Branding is ultimately about what people think and, more importantly, feel about your "passion… what you care about. It’s about what’s inside you, your team, your division, your company." Your brand is what you stand for in the mind of the consumer. If you've communicated your passion to them in a way that they understand, believe and care about, then who you are and who people think you are will be in alignment. That's the definition of a successful brand. “Tom Peters says, “Branding is ultimately about nothing more and nothing less than heart. It’s about passion… what you care about. It’s about what’s inside you, your team, your division, your company.”

Well… not quite. Even the beginning of this article disagrees. It doesn’t matter who you are or what your passion is if people don’t get it. Branding is ultimately about what people think and, more importantly, feel about your “passion… what you care about. It’s about what’s inside you, your team, your division, your company.”

Your brand is what you stand for in the mind of the consumer. If you’ve communicated your passion to them in a way that they understand, believe and care about, then who you are and who people think you are will be in alignment. That’s the definition of a successful brand.

]]> By: Ishan Ghosh http://www.brandinsightblog.com/2010/01/14/back-to-basics-%e2%80%94-a-working-definition-of-brands-and-branding/comment-page-1/#comment-249 Ishan Ghosh Mon, 18 Jan 2010 18:43:04 +0000 http://www.brandinsightblog.com/?p=525#comment-249 One of my favourite definitions of branding is one I came across a few years ago, "It's what they say about you when you're not in the room". Says it all. One of my favourite definitions of branding is one I came across a few years ago, “It’s what they say about you when you’re not in the room”. Says it all.

]]> By: john furgurson http://www.brandinsightblog.com/2010/01/14/back-to-basics-%e2%80%94-a-working-definition-of-brands-and-branding/comment-page-1/#comment-246 john furgurson Mon, 18 Jan 2010 15:41:50 +0000 http://www.brandinsightblog.com/?p=525#comment-246 Successful companies that "get" branding know that hype alone won't cut it. Instead, they build satisfaction into their operations and then let their marketing messages reflect that. They deliver a lot, and say little. Successful companies that “get” branding know that hype alone won’t cut it. Instead, they build satisfaction into their operations and then let their marketing messages reflect that. They deliver a lot, and say little.

]]> By: Sesu Dasse http://www.brandinsightblog.com/2010/01/14/back-to-basics-%e2%80%94-a-working-definition-of-brands-and-branding/comment-page-1/#comment-234 Sesu Dasse Sun, 17 Jan 2010 12:53:39 +0000 http://www.brandinsightblog.com/?p=525#comment-234 I never deny that branding is something beyond logo or marketing hype as you said in your article but why nine out of ten companies spend hell lot of money to brand their products and services. I also accept that their marketing campaign would not gather mass unless and until it makes customers happy. I would like to summarize that marketing hype and delivering satisfaction should go hand in hand or compliment each other. What is your take? I would highly appreciate your comment. Thanks I never deny that branding is something beyond logo or marketing hype as you said in your article but why nine out of ten companies spend hell lot of money to brand their products and services. I also accept that their marketing campaign would not gather mass unless and until it makes customers happy. I would like to summarize that marketing hype and delivering satisfaction should go hand in hand or compliment each other. What is your take? I would highly appreciate your comment. Thanks

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