Comments on: So How do I Create a Brand? http://hip-shots.com/2009/06/29/marketing/create-brand/ Quick tips for business success Wed, 09 Nov 2011 07:02:53 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Matt Daniels http://hip-shots.com/2009/06/29/marketing/create-brand/comment-page-1/#comment-174 Matt Daniels Tue, 07 Jul 2009 12:50:20 +0000 http://hip-shots.com/?p=2464#comment-174 Regarding the "Trouble with Brands article--yes, this is what occurs when academics, who have never done any tactical brand building, start making strategic recommendations. I think that the relationship idea you discounted is just getting at the point that consumers are defining the brand more than the company (i.e., Rob Walker's theory from Buying In). It's not a simple "I need your solution" and "I'll pay for it." But I do agree that this relationship certainly does not exist for most products, from toothpaste to oatmeal. <abbr><em>Matt Daniels´s last blog post..<a href="http://feedproxy.google.com/~r/mdaniels/~3/eJPtQptGOfM/" rel="nofollow">StockAppraisr.com; a personal project</a></abbr></em> Regarding the “Trouble with Brands article–yes, this is what occurs when academics, who have never done any tactical brand building, start making strategic recommendations.

I think that the relationship idea you discounted is just getting at the point that consumers are defining the brand more than the company (i.e., Rob Walker’s theory from Buying In). It’s not a simple “I need your solution” and “I’ll pay for it.” But I do agree that this relationship certainly does not exist for most products, from toothpaste to oatmeal.

Matt Daniels´s last blog post..StockAppraisr.com; a personal project

]]> By: Chris Shallow http://hip-shots.com/2009/06/29/marketing/create-brand/comment-page-1/#comment-164 Chris Shallow Mon, 29 Jun 2009 18:57:10 +0000 http://hip-shots.com/?p=2464#comment-164 Interesting practical article on branding, James, but not, of course, anything like the full story as branding is a very complex subject (academically & practically)! e.g. trust is a very important part of what makes a brand. Nevertheless, I found it well-worth reading to gain a different view. Interesting practical article on branding, James, but not, of course, anything like the full story as branding is a very complex subject (academically & practically)! e.g. trust is a very important part of what makes a brand. Nevertheless, I found it well-worth reading to gain a different view.

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