[epub] Re: Branding

["Patrick D'Acre" <mrktdktr@xxxxxxxxxxx>]

Paul,

Yes..the front of the trend usually has lots of seats..Let's examine your
questions, shall we?


>
> Hmmm. And the problem with differentiation is... ?

Great question. Let's look at the market (consumer) behaviours, in light of
some startling statistics re: branding.

U of Wisconsin survey(at least 4 years ago) measured POP(Point of Purchase)
preference attitudes. When this report hit WSJ that week, the advertising
industry took a major hit on revenues. The bottom line...consumers were
blind to branding, preferring couponing.

WalMart(yes..that icon of retailing) reported recently that nearly 1/3 of
their same store repeat sales(yes..they measure everything there) were for
plain wrap or WalMart branded merchandise. Let's concede that WalMart slants
their presentation for their most profitable products. Yet, it's hard to
concede that the marketing world is smarter than the consumers.

That being said..you may recall that 'branding' was originally done to
preclude cattle poaching. Is that what it still represents? Hmmmmmmmm.

Now, I suffered from 'branditis' as I call it now, in the PC and Software
integration businesses for nearly 25 years(from 1975 on), so I know the
product positioning game quite well. Always wondered why the market wouldn't
cooperate.

Also, one of my mentors, John Sculley, who coined the most successful
lifestyle advertising in PepsiCos history, stated clearly.."The worst thing
about marketing folks, like me, is that we worship at the altar of product
or service differentiation, when the market clearly is more interested, and
vote their dollars, according to how associated..similar..the product or
service is to their EXISTING buying habits."

So, for those of you who are suffering from branditis, and attempting to
foist that on t he Internet population(which represents less than 1/5 of the
household buying population), you may find that associative marketing
positioning will get you there more effectively.

Once again, Pablo, thanks for the floor.

ahem..

Patrick D'Acre
HarmonyNet Radio

The only way a turtle makes any headway is to stick his neck out.



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