COMMENTS
Your post reinforces the growing importance of keywords, and suggests to me that the concept of keywords is one of the most powerful in the entire marketing industry, not just for online marketing. Specifically, brands and their agencies go through enormous efforts and expense to develop the brand tag line or slogan as a positioning tool. What this article suggests is that the use of keywords may be a more powerful method of positioning. This may not sit well with agency creative talent, but it warrants serious consideration.
Hi Don. Great point. And I'm glad you're still hanging around here. The internet lets consumers shape the brand more than it lets marketers control it. If brands aren't participating in the conversation, they have no control at all.
Some great points, thanks for writing them up. Haven't actually gotten much of a chance to think about this stuff myself, so I'm kind of vicariously doing it through you (and some other smart people).
I'm quite curious to see what marketers reactions are to the site. Which one of the two scenarios you suggested they go with: Try to get people to change the way they describe your brand or try to change your brand to be more inline with the way it's described.
Anyway, good stuff.
Hi guys. It's great to see everyone's perspective on this. As a person who's lived through the concept of brand on one level or another for the last 2 decades, the theme that resonates with me here, is... whatever the platform-- all that comes to the surface are our experiences and our perceptions around the brand but not too often about the image or product itself. Brand isn't something that companies have control over, really, but it sure does determine the future of their business!
I guess brand recognition isn't the whole story. If you have a recognized brand, but people's perception is that the brand is "evil", then it doesn't do much for your market cap or impacting your business in a positive fashion. It is also interesting that many of the impressions have nothing to do with the core product and more about the process of using the product
@DanTyre Good to see the frequent commenting :-)
You raise an interesting point about how the perception of the brand is created from the use of it's products.
I think branding can be an important tool if properly applied within a total marketing mix of net,brick and mortor,media and print media
Just remember to make it simple and friendly. It amazes me how many people over complicate branding, especially in Internet Marketing.
Our "brand" of mobile DJ entertainment can be summed up in FIVE WORDS:
1) non-cheesy
2) FUN
3) experienced
4) reliable
5) talented
Thanks to HubSpot & its diagnostic tool "Web Site Grader," my site is now #12 for "Sacramento Weddings" (I don't even use the plural "weddings" in any of my Meta Tags, and I am not even trying for this phrase--- imagine what the effect will be when I add an "s").
i need it unfilter please asap