Comments on: 5 Biggest Branding Mistakes

By: Kylie Batt

Kylie Batt — Thu, 20 May 2010 00:24:18 +0000

Раньше я думал иначе, спасибо за объяснение.... ......

By: Kylie BattName

Kylie BattName — Sun, 11 Apr 2010 14:47:35 +0000

Эх, держите меня семеро!... 1) Branding without positioning. That’s like building a house without a foundation.....

By: Karen Kang

Karen Kang — Tue, 25 Aug 2009 21:35:34 +0000

Well said, Rhonda! Thanks for your thoughtful comments.

By: Rhonda Vincent

Rhonda Vincent — Mon, 24 Aug 2009 20:57:28 +0000

I think in todays world of marketing especially with the infusion of technology brands fall into certain traps:

The feature trap: turn rational into emotional, concrete into abstract
The price trap: think about value in use
The silo trap: be consistent across channels and products
The proliferation trap: Brand the company!!

A successful Brand must have a mantra that aligns brand promise with strategic intent – a singular message. The brand must be distinctive to avoid confusion with similar messages from competitors, it should arouse an emotion, it MUST balance brand expectations with brand experience. The brand should convert employees/customers to brand activist. Brands need continuous reinforcement. Keeping in mind these “Brand Rules” you should have no problem avoiding the branding traps.