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I think one ought put customer satisfaction ahead of the branding of any individual or business. A brand in 2010 is built on the reputation of your product. Wh

I think one ought put customer satisfaction ahead of the branding of any individual or business. A brand in 2010 is built on the reputation of your product. Who cares about who or what creates it.

mjh8136 16y ago
I think branding is still pretty powerful especially in a highly competitive market and/or one where you essentially have a commodity business.
- notAdvertising 16y ago
  I would take a cellphone provider with no logo over AT&T where I don't have service in LA apt. and who can charge me anywhere between 15-30% in taxes every month at their leisure. However, this hypothetical company would in fact be building a brand. It just wouldn't be built on pretty pictures and stories. It would be built on making me happy.
lsc 16y ago
brands that are based on social "coolness" can be built with pretty pictures and stories alone... after all, the story is the only difference between the designer dress and the knockoff. But for most of the rest of us, there needs to be something to actually back that up. Some essential quality of the product or service. For example, for my own brand, not only do I eschew rounded corners and pretty logos, but I also embrace this idea that I'm providing you a commodity product. (most brands try to differentiate, because you can charge more for a differentiated product than a commodity product.) I even say up front that customer service is one of the things I'm skimping on. If you need lots of support, see the other guys. But, if you can handle running it without much help from me, I'll give you the same product for less money. For me, the brand, and the "story" behind the brand is a way to manage customer expectations, to lower my support costs, and yes, to increase customer satisfaction (by selecting for the sort of customer who will be happy with the sort of service I am able and willing to provide.) (note, I re-wrote this comment, as the previous version was stupid.)
- notAdvertising 16y ago
  Totally agree. You will probably enjoy this blog: http://www.bakedin.com http://www.bakedin.com Written by my mentor and advertising/marketing genius, Alex Bogusky (formally of Crispin Porter & Bogusky)

I think one ought put customer satisfaction ahead of the branding of any individual or business. A brand in 2010 is built on the reputation of your product. Who cares about who or what creates it.

mjh8136 16y ago

I think branding is still pretty powerful especially in a highly competitive market and/or one where you essentially have a commodity business.

notAdvertising 16y ago
I would take a cellphone provider with no logo over AT&T where I don't have service in LA apt. and who can charge me anywhere between 15-30% in taxes every month at their leisure. However, this hypothetical company would in fact be building a brand. It just wouldn't be built on pretty pictures and stories. It would be built on making me happy.

lsc 16y ago

brands that are based on social "coolness" can be built with pretty pictures and stories alone... after all, the story is the only difference between the designer dress and the knockoff. But for most of the rest of us, there needs to be something to actually back that up. Some essential quality of the product or service. For example, for my own brand, not only do I eschew rounded corners and pretty logos, but I also embrace this idea that I'm providing you a commodity product. (most brands try to differentiate, because you can charge more for a differentiated product than a commodity product.) I even say up front that customer service is one of the things I'm skimping on. If you need lots of support, see the other guys. But, if you can handle running it without much help from me, I'll give you the same product for less money. For me, the brand, and the "story" behind the brand is a way to manage customer expectations, to lower my support costs, and yes, to increase customer satisfaction (by selecting for the sort of customer who will be happy with the sort of service I am able and willing to provide.) (note, I re-wrote this comment, as the previous version was stupid.)

notAdvertising 16y ago
Totally agree. You will probably enjoy this blog: http://www.bakedin.com http://www.bakedin.com Written by my mentor and advertising/marketing genius, Alex Bogusky (formally of Crispin Porter & Bogusky)