At Collaborate Marketing we are very wary of anyone who tries to bring complexity to the idea of branding. For us, it's simply about clear and engaging communication and its management. We all know that people who express themselves clearly tend to attract attention and achieve more. Branding is just that transposed to companies and products. Straightforward in theory but tricky in practice.
What is interesting is the way in which branding is changing in a digital world. Gaping Void's comment about conversations is spot on. At Collaborate we believe the big change is that consumers have greater influence in all aspects of marketing and sometimes have more control over a brand than the company that owns it.
That can be a big mindshift for old-school marketeers who are focused on brand guardians, brand guidelines and brand policing.
Gaping Void is right about conversations, but forgets that these need to be multi-directional. Conversations are described as if they only take place between stakeholders other than the (ex?) brand owner. In reality, the brand owner will (or should) have something to say and a view on the issues that affect the market. Their statements will be made in the name of the brand and need to be consistent. If anyone can speak for the brand, then it will become like the worst politicians; saying whatever people want it to say just to be popular. And it will experience similar levels of (mis-)trust.
Posted by: Stephen Newton | November 11, 2004 at 01:45 PM