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Archive for Marketing

The Best Global Brands of 2009

The Best Global Brands of 2009

bgb_mcdonalds

 Each year InterBrand publishes a list of the top brands.  This year Coca-Cola tops the list as it has for the past 9 years.  Check out the list here:

http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000

Brand Strength is one of the things considered when determining the top brands.  Outside of financial data, how can you assess the strength of your brand?  Better yet, how can you make your brand stronger?  When you look at brands like Coca-Cola, McDonalds and Disney, they all consistently give their customers what they expect.  Coke should not taste different on the west coast than on the east coast.  McDonalds’ fries should not be curly in New York and straight in San Francisco.  Disney’s cartoons should not be Winnie the Pooh and Transformers.  These brands have identified a set of attributes that describe their brand and ALL extensions of their brand are consistent with the attributes.  Subsequently customers return because they ALWAYS know what to expect.  How consistent is your brand?

The Purple Cow

purple cow
I read “The Purple Cow” by Seth Godin for a brand management class in grad school I loved it before I read it. Why? Because of the packaging…not only was it titled “the purple cow” but the book cover was designed like a purple cow and the book itself was one of those small “gift-sized” books” which are sized to make us think its an easy read that has profound wisdom in a small package.
Well when my class group was assigned this book to review and present we ended up being split on whether or not we thought the book itself was a real purple cow or a fad.

The marketing was purple cow, packaging of a milk carton, sample, free offers, design.

The core concept of the book was to create something remarkable and people will flock to it…kind of like a if you build it they will come…..but isn’t that common sense….if ur products drying up, find something fresh and innovative and go for it. I think its a solid concept but not new. I think he just explained it in a different framework, one seth had developed in other books, “permission marketing” and “idea virus”

Is it true that you’re either a purple cow or not?  Is it really as black and white…or purple and white as Seth suggests?

 

 

 

Marketing vs. Branding

You can say as much as you want in as many ways as you want about yourself, but until your target understands who you are, you are not a good brand.

diff between marketing and branding