Comments on: Brand Building http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/ Digital PR and Social Media Marketing by Abraham Harrison LLC Sun, 12 Feb 2012 16:57:14 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Martin Jelsema http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/comment-page-1/#comment-267 Martin Jelsema Fri, 22 Jun 2007 21:42:53 +0000 http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/#comment-267 Jonathan: There needn't be a community, just a perception of belonging to an elite or at least selective group. Yes, Hogs get together and RIDE. Harleys. But Cooper owners don't even need to honk at each other to know they're special. Martin Jonathan:

There needn’t be a community, just a perception of belonging to an elite or at least selective group. Yes, Hogs get together and RIDE. Harleys. But Cooper owners don’t even need to honk at each other to know they’re special.

Martin

]]> By: Jonathan Trenn http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/comment-page-1/#comment-266 Jonathan Trenn Fri, 22 Jun 2007 21:03:44 +0000 http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/#comment-266 Martin While I don't fully agree with the term 'community', I completely agree where you're taking it. People need to feel a deep relationship with the 'brand' and that often does breed a sense of community with other users of a product or service. Some brands, by their internal nature, may not need to create a sense of community, only a sense of commonality. Very, very good point. Martin

While I don’t fully agree with the term ‘community’, I completely agree where you’re taking it. People need to feel a deep relationship with the ‘brand’ and that often does breed a sense of community with other users of a product or service.

Some brands, by their internal nature, may not need to create a sense of community, only a sense of commonality.

Very, very good point.

]]> By: The Branding Blog » Commenting on OPB Generates Branding Insight. http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/comment-page-1/#comment-262 The Branding Blog » Commenting on OPB Generates Branding Insight. Fri, 22 Jun 2007 17:42:43 +0000 http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/#comment-262 [...] had made some really valid statements on Brand Building that are worth reviewing. Just click “Brand Building” to read his [...] [...] had made some really valid statements on Brand Building that are worth reviewing. Just click “Brand Building” to read his [...]

]]> By: Martin Jelsema http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/comment-page-1/#comment-261 Martin Jelsema Fri, 22 Jun 2007 16:46:22 +0000 http://marketingconversation.com/2007/06/21/image-and-brand-aint-the-same-thing/#comment-261 Well done, Jonathan. But I think something is missing from your definition: it has to do with providing an arena in which people can identify themselves as members. From the perspective of target market members, this is the key to top-of-mind awareness that is the leads to becoming a zeolot advocating the brand. It may be a feeling of being leading-edge, It may be a feeling of comfort and safety. It may be a feeling of participating in history. It may be the feeling of adventure. That, to me is what branding is about: providing a theater for your market's emotional satisfaction. Well done, Jonathan. But I think something is missing from your definition: it has to do with providing an arena in which people can identify themselves as members.

From the perspective of target market members, this is the key to top-of-mind awareness that is the leads to becoming a zeolot advocating the brand. It may be a feeling of being leading-edge, It may be a feeling of comfort and safety. It may be a feeling of participating in history. It may be the feeling of adventure.

That, to me is what branding is about: providing a theater for your market’s emotional satisfaction.

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