Are brands one thing and products another?
That is just not correct and I responded to her.
The reason why I persisted with the discussion is that it such a fundamental but broadly held misconception which needs to be addressed and it gave me an opportunity to do so:
- You cannot separate a brand from the products that support it and I use the broad definition of products here that include services.
- Brands are according to Seth Godin “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” The definition works for me and rather that face @gennefer’s criticism of drawing on the academic foundations of marketing knowledge I shall not quote from a text book.
Underlying assumptions such as hers is the belief that you can build a brand independently from a product. This is seriously OLD SCHOOL thinking it is steeped in the advertising myth that you can manipulate customers to believe whatever it is that you are telling them.
Brands are the total set of experiences. They include both judgments of the performance of the product as well as the feelings associated with them. These feelings come from every touch point.
In this NEW world we have to understand that the days of thinking that we can separate the belief and feelings the customer has of the product from the product itself are naive.
We also have to understand that what our customers tell their friends is part of the brand.
There is a wonderful old advertising saying that goes “there is no better way to kill a bad product than good advertising” This is even more so today because people tell their friends.
By the way I concede that @gennefer and I may have got lost in the limitations of 140 character conversations, but this served as a spur for a blog post so I took it. ( and the conversation did continue after the screen shot used here)