品牌死了吗?

品牌死了吗?

读者评论(96)

  1. 我的博客承诺向您展示如何制作您希望祖母(而不是时尚餐厅)提供的简单,美味的饭菜。它’一切都是从零开始的,我很在意成分的质量,而没有成为活动主义者。

    到目前为止’的工作,有4,000多个博客订阅者,另外2,000个邮件订阅者订阅了两种不同的产品,每月约有200,000个访问者。所有这些数字全年都在稳定上升。

  2. 牌s can never die, although “Branding” might 🙂

    I like what Jeff Bezos of Amazon 说 about 牌s … that they are what is said about you when you are 不in the room.

    品牌是由我们所说的,但更重要的是,我们所做的创造–我们的客户,潜在客户和读者的经历以及对他们的朋友说的-

  3. 好帖子。我喜欢的方式“Groundswell”人们说(我的意思是):“Your 牌 is 不what YOU say it is. Your 牌 is what your AUDIENCE 说 it is.”因此,请与您的听众保持联系,并遵守诺言。

  4. Our 牌 诺言s the lowest prices possible. The cool thing is that we actually keep this 诺言 (yes, it is a cliched 和 worn out 诺言, but we’至今已保存40多年)。我们的博客…well…I’我仍在尝试确定我应该对读者做出的承诺。有什么帮助吗?

  5. 索尼亚, I disagree with your statement that “Your 牌 is 不your blog header”。我使用Google阅读器阅读了许多博客,博客的标题与人们期望的内容建立了联系。

    我可以结伴一个人’s name with some of those blogs, but 不all of 他们。

    It may 不be true in all cases but 我认为that one’s blog header may 好 be one’s 牌.

  6. I spent 30 years as an ad agency creative director, helping companies build 牌s. It was largely a one-way process. “如果您遵守我们的规则,我们将建立俱乐部,您(消费者)可以加入。”

    The really interesting thing is that today, 牌s are shaped by the consumer, the fan… or the detractors.

    牌s are still quite important, but today they’由民主创造。

  7. I 诺言 to help you get more people buy your stuff. 🙂

    I once read a 牌 defined as “客户再次向您购买的可能性。” It makes sense, as a good 牌 allows the customer to connect with the 牌 itself, count themselves as part of the tribe, 和 desire to stay connected to that feeling.

    只是在说’. 🙂

  8. 牌s are 不dead, if the consumer has anything to 做 with it. I find it interesting that so often the 牌 thing is viewed tactically as logos 和 pieces of communication, when in reality its an emotional proposition. One that matters more than ever because consumers have submerged “rational”面对过度选择和混乱的购买行为。昨天在这一点上写了一篇文章。会对您的意见感兴趣!!

  9. Good 牌ing is critical. Poor 牌ing deserves to die.

    Great 牌ing happens when a company 做 es everything else right. Everything else is propaganda.

    但是,在像我们这样的经济强国中,’s much harder to convince companies to promote their 牌 than it is to get direct response from advertising.

    总的来说,我认为’s much smarter to immerse 牌s into our culture as completely as possible 和 guide their path through social interaction. 品牌推广 has a lot to 做 with that.

  10. I disagree that a 牌 is simply a 诺言 made over time. It’s cute but too simplistic. For example, the 牌 诺言 made by Coca-Cola in the 1930s is different from the 牌 诺言 today. Look at many other established companies. They change the 牌 诺言 over time to meet economic 和 social needs. So is the Coke today different from the Coke of the 1930s? Well, the product is pretty much the same (I believe) but the way it’市场营销(承诺)完全不同。

    营销心理学家倾向于认为“brand” is about perception. In other words, your 牌 is what people perceive it to be. GM’s 牌 is much more about what people perceive it to be than about their (largely unkept) 诺言s.

    So 牌ing by Godin’s definition is dead, to answer your question. 但the new definition of 牌ing offers marketers much more power 和 flexibility to control 牌 perception.

  11. We 诺言 to help startups refine their positioning 和 go-to-market strategy. We want them to get to market faster 和 waste fewer cycles “figuring it out”.

    最终,我认为简单是最好的。一致性是关键。而你不’t need the ultimate 牌 ID when you start off – it will come if you keep to your 诺言.

  12. 我在一定程度上同意。我个人认为品牌与消费者的关系将越来越像传统的社会关系。我们将互相倾听,我们将相互影响,我们将相互转化。我们想提升我们的朋友,因为我们想向所有人展示我们的朋友很棒,对吗?它’品牌将是相同的。有时候,我们可能会对一个品牌感到生气,但是通过一些努力,我们可以弥补!与某些狂热者和某些具有超凡魅力的品牌之间可能存在的粉丝与明星的关系不同,现在我们处于平等地位,我们需要相互理解才能维持这种关系。

  13. @Drew, I love that, 完善 example IMO.

    @Roger,当然,但是根据帖子的第四句话,可口可乐的规则与该博客读者的规则不同。

    @Mike Drips,我’d say that the header stands for the 牌 in that case, that it helps the reader make the association, “oh yeah, that’s the blog I like.” The header is, imo, a tool to help you remember the 牌.

  14. I’ll continue to believe that the 牌 lives on, however –我认为他们越来越小– the personal 牌, the microbrand. Even in big corps, there are individuals that stand out from the overall 牌 –人们喜欢MSCOFT时的Scoble或建立comcastcares时的Frank Eliason– their personal 声誉 almost supplants the bigger 牌 –但这仍然是精心制作的东西。

    @迈克滴 –我同意,我想知道现在在RSS阅读器中阅读了多少博客– the only thing that signals a 牌/reputation is the title 和 the writing…注意跨度太短,以至于通常只是标题和帖子标题。

  15. 我认为that in these days on intense web competition, 牌ing is vital. It’s 不very useful for getting your foot in the proverbial 做 or, but if you want people to remember you 和 不be easily forgotten in such a huge crowd, 牌ing helps people recognize you 和 remember who you are.

    选择我的下一个大型项目(网站,而不是博客)的域纯粹是因为它“sounded good”. I know it won’不一定会带来更多流量,但希望它将使他们回来。帮助我调整徽标的人已经对此感到好奇,并且“凝视着我的肩膀”说说看什么’s up.

  16. 那里 are a couple of points here I really like, 和 they’ve got me thinking.

    品牌推广 is what you say about yourself. 牌 is what other people say about you. So it’s a measure of how 好 your message is sticking.

    And the way you make it stick is with consistency. 如果你r customer service people aren’给相同的信息— making the same 诺言 —作为您的营销,那么您不’t have a strong 牌.

    一个很好的例子“mixed” 牌 is Microsoft. Their marketing department 和 their legal department 做 n’给出相同的信息。

  17. “Is 品牌推广 Dead?”大量使用有争议的标题吸引读者。迪登’您是几天前才告诉我们的吗?品牌不是’如果您问朋友@garyvee和Dan Schawbel,那太死了。

    我们昨天在各种不同的会议上听取了客户的意见后,向客户提出了社交媒体策略。我们听取了他的话语,他的道德操守,他的竞争优势,并将其变成了他的社交媒体策略的核心信息。他’是他所在行业的获奖者,并且已经名列前茅。他已经有一个品牌但是没有’请在他的在线营销信息中最大限度地利用它。我们将其转变为品牌战略,并使用漂亮的图片进行说明。就是他…his…经过多年的努力,他一直努力发展的品牌。它’人们和顾客如何看待他。

    品牌死了吗?无论您想要什么(HALO,Blah-Blah-Blah),都可以称呼它,但无论是大狗还是小狗,公司形象和一致的信息才是吸引您的顾客的原因。顺便说一句,相同的一致信息可以提高员工的忠诚度,并使员工保持正确的轨道并紧密协作。

    不,它’s 不dead 和 it’随着竞争在我们当前的经济形势中变得越来越激烈,这一点比以往任何时候都更加重要。

    只是在说’

    @aaswartz

    Thanks again for the lesson 索尼亚. BTW, will you be coming to Blog World? I met Brian last year (by accident I might add). It would be my pleasure to meet you!

  18. 唱歌吧,安吉!我喜欢那个过程–not “creating” a 牌, but uncovering it 和 figuring out how to get it across. (I would say the odds of me being at Blogworld are about 70%. I’ll keep you posted!)

    我在想罗杰’的评论,我在不该评论的时候不予理会’t have. He makes a terrific point that the 牌 诺言 will almost certainly evolve over time, especially if you’幸运的是有一家公司’从事业务数十年。我不’t want to lose sight of the point, though, that 牌ing for a megabrand like Coke is a very nuanced, complex affair, 和 has a lot of components that just aren’适用于乡村企业。

    @Kristine,感谢您提出了重要观点— you 做 n’不必从一个开始“perfect” understanding of your own 牌 诺言. These things need some time to mature 和 evolve.

  19. 这是一篇很棒的文章– 我不’t want what I’我要说表明’不会,因为这里有适合任何人的美食,从小型企业到大型公司。

    我认为,许多博客作者将品牌重要性降至最低的原因是,他们不是品牌标识设计师。我是,我明白了“personal 牌ing”与谈论和撰写它的人中有85%完全不同。我们经常批评我们所做的’无法理解(人性,我们可以’与此相关),并且由于具有独特的声音,很多人都处在网上可以认识的位置,但是他们没有’除了声誉的非常重要的要素外,实际上没有资源或对制作这种有形形象的理解。&他们可能已经掌握的存在。 (或者对他们来说是自然而然的。)品牌形象远远超出了我们的博客范围,并且大多数人都需要任何企业需要尽可能专业地描绘自己的东西。–或至少给人留下深刻印象!

    如果您为名片,文具,便签卡,商品(帽子& t’等等),并通过这些元素补充您的博客设计,’在一群只能通过面孔/在线角色来识别的人中脱颖而出。那’s what 牌ing is about to me, 和 as such it will never be dead in my world. It’这就是客户雇用我为他们做任何事情的原因,无论他们是否意识到。

  20. 有趣的是,我今天早上只是在喝咖啡讨论这个问题。“Branding” as a discipline is alive 和 好. It had better be, or I need a new job!

    但“branding”引用《新娘公主》中的奇迹麦克尔,“mostly dead”,而且一直看起来很糟。营销部门仍然在意,但首席执行官和首席财务官似乎已经前进了。

  21. Personal 牌ing is definitely alive 和 好. The 牌 “copyblogger.com”总是告诉我期望RSS提要上有一些不错的东西。

    如果你’作为读者,请考虑一下您最喜欢的当前富有成果的作家之一,例如Stephen King。如果他提出新的东西,你很有可能’ll buy it 和 like it because of 他的 implicit “promise over time.” That’我希望我的写作能在某个时候实现。

  22. Of course 牌ing isn’t dead, nor will it ever be dead. If 牌ing was dead, Microsoft 和 Yahoo wouldnt’ve分别在各自的广告系列上花费了1亿美元。

    对于那些缺乏通过价值主张和冷酷/性感形象的交流来购买思想份额的财务资源的人来说,它’s important to scale 做 wn the scope of our 牌ing efforts.

    I agree with Seth 和 索尼亚’s definition of 牌ing as a more long-term investment. What’s the cardinal rule of tech development? Typically, you can only have two of the following: money, resources or time. In the absence of money 和 resources, all we have as individual business people is to establish our 牌 over a period of time.

  23. 索尼亚, as always you deliver with thoughtful posts that make me think.

    I disagree here, however: 我认为your 牌 can 和 often should be your blog header. And why not?

    I use 故事女人: Keeping Spirits Alive 和 it works. 故事女人 is my 牌 that sit atop my books, 故事 salons, classes, workshops, book reviews, etc. It makes sense to me –我希望这对读者或它有意义’不能像我想的那样工作…

  24. I 诺言 to help your audio (and video) products sound better. And when they sound better, you sell more of 他们。

    开发一个“brand” or a “reputation”或您可能想称呼它为“有意识地无意识 ” process, imo. 如果你 work too hard at it, it shows. Similarly if you 做 n’根本不起作用,这也表明。

    平衡。

    营销的阴阳。

  25. @故事女人’s really just a way of thinking about it. Using your blog header consistently is a very smart 牌 strategy, because people see it 和 associate it with you. 但if you just produced random junk, it wouldn’t work. It’之所以这样,是因为您有一个潜在的承诺,该承诺会贯穿您的许多项目,人们会看到该标题并认为,“啊,是的,The Story Woman,我喜欢她的东西。”

    @Dennis,公主新娘的三倍奖励积分。

  26. Loved, Loved, Loved this post. Thank you 索尼亚.

    我正在开发一个谈判论坛,普通的Joe(或Jill)可以来提高他们的谈判技巧。谈判是我们每天都要做的事情,无论我们是否知道,它应该是我们希望随着时间而提高的一项技能。

    简而言之,谈判委员会希望创建一种资源,社区成员可以在其中学习,分享并成功进行谈判。

  27. 品牌死了吗? Well, I just have to look at the RICH DAD company to know that 品牌推广 WORKS like gangbusters.

    Robert Kiyosaki has a whole panel of experts who chose to market their expertise under the RICH DAD 牌 (called the Rich Dad advisors), because they know they’ll sell more books under 他的 牌, rather than selling under their own name.

    He 说 that every business 所有者 should 做 牌ing, “So that you DON’将来一定要卖这么硬。”

    He’s right. 我不’t see him 做 ing any promotion for 他的 books, yet 他的 new releases still sell like hotcakes because of 他的 RICH DAD 牌.

    品牌推广 DEFINITELY works for information marketers 和 bloggers. The only question is, WHEN?

    我的观点是,在启动阶段,无论您是企业主,信息营销人员还是博客作者,您的工作重点都应该首先放在钉住USP上,并从事直接营销。

    Only 后 getting these basics right, 做 you start looking into extending your USP to a long-term 牌ing strategy.

  28. 我利用标语,“您的成功就是我们的成功。您的思想是您拥有的最大资产”。在我的博客网站中,我写
    关于节俭的准确,有用和有益的文章
    生活方式,了解金融知识,在线多种收入来源。

    Good 文章 on 牌ing for personal 和 businesses.

  29. @Kris C, thanks for a great comment. I agree with you, 我认为a lot of people diss 牌ing because they have no idea what actually goes into it. Really good 牌ing is all about communication 和 creativity 和 finding something deep that connects the product with the buyer. And I completely agree with you about the role that a consistent visual set of signals can play. Hugely helpful.

  30. 对我来说,品牌塑造是为您的公司塑造形象,然后每天在客户眼中达到或超过该形象。感知就是一切,因此,如果人们认为您的公司质量更高,那么这就是事实。

    关键是要保证您可以在110%的时间内实现。如此众多的公司向世界承诺,然后交付不足,这使许多客户感到失望。相反,请保证您可以始终提供的内容,然后定期超出此范围。您’ll build a 牌 in your niche in no time, 和 it will result in lifelong clients.

    在LexiConn,我们专注于客户支持,这超出了大多数Web主机所提供的范围。公司的每个人都是电子商务和托管相关问题的专家。我们提供该行业通常缺乏的经验,因此我们的客户喜欢我们。我们’将此核心理念融入了我们的“motto”,并且在ShopSite /电子商务行业中,它已经获得了回报。

    It’s 不easy to live up to your image each day, but putting in the hard work 和 determination to make sure you always strive for your idea of “perfection” 做 es 不go un-noticed by customers.

    抢– LexiConn

  31. 很棒的帖子– 牌ing is dead. Now more than ever it’关于那件事在高中很普遍…声誉。不仅对于公司,对于个人– seems a whole lot easier to think about my 声誉 in the marketplace, among coworkers, with my firends, than it is to formally develop a personal 牌.

  32. It’s funny to be reading this today because my wife 和 I were just talking about how to 牌 my blog. I’ve been worried about getting a cool theme or an awesome logo to 牌 it, but maybe it is just the content that makes it.

    John Chow makes a big point regarding 牌ing for memorability; if your blog looks the same as everyone else, it is hard to stand out. People DO judge books by their cover. The most professional looking blogs keep my attention the longest… 我认为there is a lot to be said about 牌ing outside of the 诺言, but the 诺言 is the key to making your 牌 valuable.

  33. 索尼亚–您提出了一些要点,并想起了有史以来最出色的直接营销商之一大卫·奥格威(David Ogilvy)。在奥美多年后&马瑟尔,我们当然对品牌建设感到被洗脑。如今,事情变得更加零散,在一个地方,建立一个真正的品牌也许无关紧要“15分钟”似乎更重要。一世’是世界的化石“Mad Men”广告,一定要学习你的知识“youngsters”想一想传统的品牌塑造活动。

  34. I 诺言 my readers 3 things:

    1. I 诺言 my community to that I’对于作为粉丝和记者的我自己的现场音乐经历,我会很诚实。

    2. I 诺言 to give them a chance to voice their opinion about live music 和 also challenge, or advance, what I’ve written.

    3. I 诺言 to explore new aspects of live music that are 不being discussed 和 allow my readers to discover a deeper meaning in their own live music experiences.

    这些都是我想看到但没有的品质/承诺’看不到其他现场音乐博客提供的服务,所以我创建了自己的社区(或“Tribe”(我猜))。我希望所有音乐迷都觉得自己有一个公开谈论自己的经历的地方,并有机会根据自己的意愿探索更多。根据他们在Live Fix博客上的回应来判断,粉丝们确实希望有一个这样做的地方。

  35. So true, a 牌 is deeper than a logo, a tag-line 和 a marketing plan. Especially in this age of social media. In fact, i’m从我即将进行的网站重新设计中删除标语。如果你’re 不excited 和 turned on by your own 牌, your misssion – your 诺言 – you’不太可能将这种兴奋和激情传达给您的潜在客户,而潜在客户又会在其他地方寻找它…!

    那里’这些天有这么多的选择,你不’一定要成为行业中的绝对最佳。您一定要善于做您的工作,并且要聪明地与观众交流,以及如何让他们关注并返回更多。

    它有助于了解您的受众群体,并且可以轻松地真正传达您的亲和力,包括在需求,欲望和愿望方面的了解,以及在成为一个很酷的人和某个人时的理解真正可以给他们所需的人。

    我的承诺是超越客户的期望,超越让客户轻松实现其使命和信息,并将其网站真正扩展为自身和业务的最佳组成部分。希望人们购买并互动的企业。

    The most important part, though, 和 before everything else? I 诺言 to 做 it with style…and joy!

  36. I’我没有通过我的博客获利,我’我不是小企业。其实我’我是一个相当小的博客作者,吸引了众多观众但是,当有人阅读我或看到我的Kestrel徽标时,我希望他们期望–and get–对我很重要的话题进行周到,甚至折衷的评论。不仅如此’会写得很好,但不能高尚。最后,他们应该知道我欢迎讨论和分歧,并且我将定期与他们进行互动。

    换句话说,红est’s Aerie是一个我们可以就各种主题进行合理论述的地方。

  37. 在我的博客中,我承诺有创造力的人会找到最好的灵感,并设计出像手机一样具有革命性的东西。我只是说什么创造力’s就是创造某种类似于生活的东西或类似于网络的生活。有人请证明我错了。

  38. 关于可乐的有趣的事情’s 牌 is when they introduced New Coke 和 stopped making the original, people melted the complaint lines 和 got THEIR 牌 back.

    可乐没有’t take away a 牌; Coke took away the feelings 和 positive associations that the 牌 nurtured inside their customers.

    Lesson: 品牌推广 isn’t dead, sometimes it’不再是您的公司’的属性,如果决定使用F,请多加注意。

  39. 谢恩,新可乐是一个“classic” example of 牌 hubris coming back to haunt a clueless 业主 (and another topic I’ve最近发布了博客)。

    但I use “proprietor” 不“owner”故意地,因为我不得不用一个短语来争论:“sometimes (your 牌) i不再是您的公司’s property”。绝不是您的财产!

    骑车回到塞思·戈丁(Seth Godin)’s definition, a 牌 is just like a 诺言: once you make a 诺言 to someone, you no longer own it, they 做 . What you own is the responsibility to live up to the 诺言.

  40. 糟糕,我发现有先前的评论“awaiting moderation” mode –大概是因为我包含了一个链接。哎呀一世’可以省去您的麻烦,然后转贴我所说的话:
    ______________
    Hmm 索尼亚, now that I have these triple bonus points, what to 做 with them? I suppose I shouldn’不要把它们都集中在一处…

    For more on Princess Bride quotes 和 牌ing, check out my August post on Beg to Differ: 10 牌 Strategy Lessons from the Princess Bride.

  41. 我的博客Creativitae(我称其为“创造力”)对我来说是一个积极的地方,可以用来占据,培养思想并与他人分享。大约一年前,我创办了博客,希望找到志趣相投的艺术家社区,并以此作为自己创造力的催化剂。 Creativitae提供设计项目创意,工作坊式的创意促进器,指向我喜欢的艺术家博客的链接,业务技巧,对伟大事业的认可以及对艺术家友好的网站。

    我倾向于更改博客的外观以匹配季节,但在标题中保持相同的徽标和标记,并保持边栏项的一致性。由于这是一个对我有用的个人博客,因此我很享受创作过程,并且’这就是为什么我启动该网站(以前曾遭受过创意限制)的灵感。

    现在我’ve started an Etsy shop I am more conscious of my 牌ing. Thank you for this post, it really put things in perspective for me.

  42. 索尼亚, you know you’当这么多人如此周到和明智地回应时,我写了一篇很棒的文章。自从我’在参加“ TeachingSells”课程时,我可以根据自己的意愿来考虑我要承诺的内容以及我要教书/出售的内容。我喜欢这样想!

    由于“Brand” seems to me to be “Identity,” it’不太可能很快死亡。“我思故我在。” 🙂

  43. When I teach about 牌ing at writers’会议上,大多数作家都在艰难地思考“brand” buzzword. 但when I explain that your 牌 is like a thesis statement for your business, they instantly get it.

    论文是关于您独特信息的陈述’re going to deliver consistently to your reader. Same with a 牌: You identify a uniqueness 和 deliver that “promise”持续地向目标受众群体展示。

  44. 我指的是“branding” as “brand shaping” because all a 牌 is, is a perception. Your 牌 can be different to different people. The best that you can 做 is try to shape the 牌 experience where possible.

  45. 术语‘Branding’可能会死掉,但是在消费者心目中制作自己想要的东西的做法永远不会。

    文章在结尾处提出了一个很重要的观点– that your 牌 isn’t your corporate colors, logo or typeface. Those things are tools to convey what your 诺言 is. This is a fundamental but often overlooked point.

  46. My blog 诺言s laughs, impromptu Flashdance routines 和 inspiration for kick arse living.

    喜欢塞思·戈丁(Seth Godin)的那句话– a great way to view 牌ing. I 做 think that 牌ing still helps with consistency of message 和 recognition but it’这个问题比以前要少得多。这可能是因为客户更愿意(很多甚至更喜欢)从知名度较低的小型企业购买商品。

    我认为人们现在对“story” of the business (or blog/blogger) 和 what it sells than just being attached to a recognizable 牌.

  47. I 诺言 my clients
    •永恒的花园和无与伦比的美丽
    •与自然环境和谐相处的可持续花园
    •健康的花园,无有害化学物质繁衍生息
    •庇护本地鸣禽,青蛙和其他野生动植物
    •节省时间和金钱的水上花园。

    我教我的客户
    •如何为他们的花园选择合适的植物
    •如何确定:草皮,草坪种子或地被植物替代品?
    •如何检测“垃圾”植物,以及苗圃行业为何推广它们
    •如何找到景观设计师和/或景观承包商。

    我也有桉树叶徽标,以及指向其他环保网站的链接。

  48. 我承认我’m one of those direct marketers who sometimes scoffs at 牌 advertising. 品牌推广 is fine when you’重新利用它来建立或加强您的公司’的个性(例如您手工编织的婴儿毯子示例)。当公司高管开始说诸如此类的话时“let’s leverage our 牌 by paying $200,000,0000 to put our name on a baseball stadium” or “we want people to interact with our 牌.”

    哦,还有我的博客’s 诺言 is to help creative services companies fix their broken marketing.

  49. When 牌s go wrong is when it is assumed that the fancy looking sign 和 smart design can take over an ill-defined business concept. You really should 牌 AFTER you know what benefits your product will bring the customer.

    Sometimes a 牌 is like a band aid on an a severed limb. It has good intentions, but no ability to perform the needed function.

    索尼亚, liked your Etsy case study. Whatever made you go the craft way?

  50. In some ways our business is simply the 诺言 that we make website profitable.

    On the other hand, our 牌 is more about 个人品牌… my wife Jill 和 I are our 牌. We connect with our clients on a personal level 和 that’是什么使我们在他们眼中与众不同。显然这没有’不适合所有企业。

  51. Most agencies talk about 牌ing the same way many insurance salespeople talk about financial planning. You end up with more insurance in the latter case 和 a new logo in the former. For small companies, good direct response marketing, over time, creates a good 牌. And may I add, mid-gasp, as you gasp, GOOD direct response marketing is more than too much of that nasty copy 和 too little of your beloved white space. It tells a 故事. It connects.

    我也相信鱼叉的年龄已经过去了(“用2,000个单词敲打他们的头,直到他们放弃,流汗并屈服”).

    责怪互联网。

  52. 哇!我实际上以为“brand”越来越清晰了。多么令人沮丧。

    汤姆·阿萨克, author, A Clear Eye on 品牌推广: Straight Talk on Today’最强大的经营理念

  53. 我的博客承诺通过TASTEful过程帮助英语为第二语言的企业写业务:思考,安排,素描,修剪和编辑。我瞄准我的‘brand’ —明亮地显示在徽标标题中—在亚洲鼓励简单的英语写作风格’通常不是简单的东西。

  54. 我决定对读者采取更开放的方法。老实说,我一直在努力应对自己应该走的路,但是我认为现在是时候打破壁垒,进一步说明幕后真正发生的事情了。

    那里 are lots of interested readers reading every week so 我认为it is a good time to bring it to the table 和 start really talking from the chest.

  55. @Lydia,我妈妈是一个网上商店的织布工,她给我做了一些很棒的婴儿毛毯,所以当我搜索示例时,一个毯子就掉了。 --

    @Derek,是的,当人们将工具与任务混淆时,我有点生气。

    @Dennis, I remember meeting a gentleman in the marketing arm of a very 好-known 牌, talking about what consumers were 做 ing with “our 牌”以及他们如何更改/调整/整理“our 牌.” 它为N’t yours 这个想法一直在我的脑海中流淌。

  56. Do you know why Direct Response masters mock 牌ing?

    因为他们不’不明白他们’re using it without knowing it. You know what their 牌 is? Their name.

    任何人都可以通过John Carlton或Joe Polish或Dan Lok购买任何东西… Those names are 牌s in 和 of themselves. Even if Joe Polish keeps on saying 品牌推广 is only for the big boys… it isn’t. And you’re right. Once you’如果您决定要代表什么,则可以聘请平面设计师(而不是大型广告代理商)在适合您企业规模的范围内加强这一点。

  57. 我同意–another example is the Glazer-Kennedy organization. They have a very potent 和 consistent 牌 诺言, 和 their “anti-brand” look works 好 with that message.

    就我所知,肯尼迪没有’t mock 牌ing, but he 做 es mock those who fuss endlessly (and spend endless money) over the look 和 feel of their company’的身份,但背后没有明确的营销信息。

    再说一遍’的肯尼迪,所以他确实很嘲笑它。

  58. 我们的营销经理在她的门上有一个标语,上面写着:“品牌是人们对您的评价’re outside the room”

    我认为that 牌 is really built up by people through their experiences with the business. I work at a college 和 I’ve heard it mentioned that our alumni are our 牌.

    我不’t think 牌ing is dead, but its evolving. Our 牌 is manifested in our customers, or in our case, alumni. As Seth Godin 和 others have mentioned, its about tribes. 品牌推广, in the traditional sense is dead.

    很棒的文章。谢谢。

  59. 我认为“branding” *is* evolving. It’人们似乎比实体更多。它’s more personal.

    It’创建实体的行为“brand”, it takes a lot of coordination 和 planning 和 strategy. Something that is new to 牌ing is to just be authentic. Less strategy, more personal investment.

  60. 我最近遍历您的博客,并且一直在阅读。我以为我

    would leave my first comment. 我不t know what to say except that I have

    喜欢阅读。不错的博客。我将经常访问该博客。

  61. Agree, it is about making 和 keeping a 诺言, however, winning 牌s go further than than that.
    他们研究出如何吸引消费者的方式,以便再次购买,甚至可以告诉他们的朋友。

  62. 好点!

    I especially like the part about your 牌 不being your header or typeface.

    The whole purpose of good design is to clearly communicate something to the viewer/user. In the case of a blog, what you should be trying to convey is your 牌 (those 诺言s that you are making 和 meeting over time), rather than the design itself BEING the 牌.

    在理想情况下,人们应该能够从您的设计中获得正确的感觉而无需去过那里(无需去过那里就可以走进星巴克,您可以很好地了解他们的想法’完全归功于真正可靠的沟通设计)。

    A lot of people forget this, though, 和 try to base their entire 牌 on a clever typeface or elaborate color scheme.

  63. 我认为大多数人的想法是“brand advertising”来自10年前的方式:购买印象深刻的转化广告,并将其注销,“getting people familiar with the 牌.”

    相反,我同意“brand” isn’根本不是一个快速的形象,而是一个公司的全部内容的快速传达。如果一家企业不’愿意塑造并向公众展示自己最好的面孔,您可以指望公众最终为他们做到– 和 it isn’t always pretty.

  64. Very interesting 文章. If 牌ing were dead however, 我不’认为苹果虽然不如其他品牌,但会卖出与手机一样多的手机。而且我认为他们确实遵循相同的规则。他们’只是操场上的大男孩。在Ouch上查看我对微型品牌的看法–他们必须呼吁较小的集水区’s a new ‘village’ or a good old-fashioned 村 村 – with a green an’ everything!

    甚至事实是,‘brand’ around means that 牌ing will always be a part of marketing. I love Seth’s definition – 和 many others too. A 牌 is also largely what the consuming public make it; in other words you can’在塞思提到的一段时间内不要撒谎–您必须履行承诺的每一步– so I 做 feel it’这是一个相当民主的过程– no matter how much 牌wankiness has been injected at the start. Great blog BTW.

  65. 我喜欢杰森’s comment that 说 “You are your 牌.” That’之所以强大,是因为它迫使您将产品从过去看进自己的角色和业务角色。消费者想知道你就是你所说的人–即使在糟糕的一天。那’什么有助于建立信任。

  66. 底线是这样的:如果您传达的图像与您的真实身份匹配,那么您’重新走向成功。如果没有,您的虚假形象就会再次咬住您,而您’ll deserve to fail.

  67. 我同意博伊德(Boyd)的观点-品牌在客户的心中,但他们’不是您可以决定的事情。如果您主张对一群人来说很重要的独特事物,那么您正在建立一个成功的品牌。我知道当地的一家五金店建立了一个品牌,而没有我们通常与品牌相关的任何东西:没有徽标,没有广告,没有标语,没有铃声,甚至没有网站。但是,我对他们为我所做的事情有一个非常清晰的感觉,那就是其他任何事情都做不到。那’品牌的真正含义是人们在考虑您或与您开展业务时所获得的感觉。我无视您的名字,但它还没有成功。

  68. 我不’我经常在这里停留,但我’m glad I did. This post on 牌ing displays the inner tension in the world of Internet Marketing today.

    谣传人们不’t NEED to 牌. Just show the 做 wn-home lonesome self look.

    但can anyone name large businesses that conduct themselves that way?

    这种紧张关系涵盖了从发送HTML或文本电子邮件或向每封电子邮件添加标题的所有方面。

    It covers the current trend of bouncing from product launch to product launch rather than work hard 和 build a 牌.

    很棒的文章。

    保持好东西。

    和平。

  69. 好点。

    据我所知,如果您确实花了一段时间来为自己的业务设定高标准,那么您可以限制客户,使其比竞争对手更具优势。

    由于及时和详细的客户服务,我们的大多数客户都很高兴。我想有些人会知道我们的价格会高一些,但是由于“branding”.

  70. 只需阅读这篇文章,就会发现它非常有趣。

    Is 牌ing dead? indeed a challenging topic to discuss.
    I personnally think that 牌ing is somehow needed to maintain a good relationship with our clients. Through 牌ing, we can catch the clients’注意力,然后逐步发展,与他们建立牢固的联系。

    无论如何,这是一个很好的帖子。很高兴我在这里造访了!谢谢。

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