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“Branding” and “Marketing” ...
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<blockquote data-quote="takethepoints" data-source="post: 522943" data-attributes="member: 265"><p>I know that this whole branding thing is big stuff in the biz world, but every time I hear someone talking about it I start putting my hand on my wallet. I've seen too many amateurs come into leadership positions and start talking about branding, listening to consultants (who often have no more clue about what they are doing then those who hire them), and spraying money around with a fire hose. For them - and, so near as I can see others - much of marketing is very seat-of-the-pants with limited systematic research to back it up.</p><p></p><p>My take on branding is to imitate, if possible, the real masters of the trade. And the most recent of those was, of course, Steve Jobs. Steve was famous for his "reality distortion field" that he could switch off and on at will and that's, I think, what most posts above are talking about. But Apple didn't become THE BRAND because of Steve's presentations. They became the great brand they are for a simple reason. Here's Steve on the subject:</p><p></p><p>[MEDIA=youtube]Yu0qeb_rJYU[/MEDIA]</p><p></p><p>Yep. It's real simple for Tech: we don't graduate or sponsor junk. Tech puts the players and their futures first and can't, as a matter of <em>who we are</em>, put our success on the field above our basic organizational imperatives. Tech can look a player and his parents in the eye and say that a) we wouldn't be after you to play football for us unless you could make it academically at Tech and b) we want to be able to look you in the eye and ourselves in the mirror and say that, if you give us the effort, we'll give you the future.</p><p></p><p>There's more to it then that, of course; Steve was famous for seeing new ways to do things and creating new products that no one would put money behind because there wasn't a focus group that said they wanted it. Creating demand for new football is very risky and, I'd say, almost impossible for a football program to create unless there's a Clark Shaughnessy waiting in the wings to coach at Tech. But not shipping junk is the first step. Put that first and the hype will create itself.</p></blockquote><p></p>
[QUOTE="takethepoints, post: 522943, member: 265"] I know that this whole branding thing is big stuff in the biz world, but every time I hear someone talking about it I start putting my hand on my wallet. I've seen too many amateurs come into leadership positions and start talking about branding, listening to consultants (who often have no more clue about what they are doing then those who hire them), and spraying money around with a fire hose. For them - and, so near as I can see others - much of marketing is very seat-of-the-pants with limited systematic research to back it up. My take on branding is to imitate, if possible, the real masters of the trade. And the most recent of those was, of course, Steve Jobs. Steve was famous for his "reality distortion field" that he could switch off and on at will and that's, I think, what most posts above are talking about. But Apple didn't become THE BRAND because of Steve's presentations. They became the great brand they are for a simple reason. Here's Steve on the subject: [MEDIA=youtube]Yu0qeb_rJYU[/MEDIA] Yep. It's real simple for Tech: we don't graduate or sponsor junk. Tech puts the players and their futures first and can't, as a matter of [I]who we are[/I], put our success on the field above our basic organizational imperatives. Tech can look a player and his parents in the eye and say that a) we wouldn't be after you to play football for us unless you could make it academically at Tech and b) we want to be able to look you in the eye and ourselves in the mirror and say that, if you give us the effort, we'll give you the future. There's more to it then that, of course; Steve was famous for seeing new ways to do things and creating new products that no one would put money behind because there wasn't a focus group that said they wanted it. Creating demand for new football is very risky and, I'd say, almost impossible for a football program to create unless there's a Clark Shaughnessy waiting in the wings to coach at Tech. But not shipping junk is the first step. Put that first and the hype will create itself. [/QUOTE]
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