Comments on: The Great Madison Avenue Branding Rip-Off

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By: Jon Refsdahl

Jon Refsdahl — Sat, 18 Feb 2006 18:49:49 +0000

This is a great debate, and it brings back memories to John kennedy and Lasker on the discovery of the definition of advertising; At that time “salesmanship in print”. (anno 2006 “salesmanship multiplied” or “salesmanship in media”)

Today branding is a fashion word used on everything to position the service as a strategic service. But I think we have to look at the definiton of the word, and this is not so easy for me, since I am a Norwegian, but what the heck, I give it a try…(so I hope you excuse my bad english and try to look for the answer. Definiton; what is branding? (according to the webster dictionary)

Branding
Noun 1. The act of stigmatizing.

Domain Definitions:
Food & Agriculture: The imprinting of a distinctive mark on the skin of an animal with a hot iron for purposes of identification

Branding=Identification and of cause that’s important in selling, but fare from the whole prosess.
So yes, Branding is A Madison Avenue Rip-Off (But I think it’s done with the best intentiones, it’s just because they dont know better) This is also a reason why all kinds of stuff is beeng put in under the branding umbrella… The definiton of brandig is way out of control…. Internal branding, image brand advertising, brand stamp, brand loyalty, branded customer service, Brand identity, etc. Why not just call it service and loyalty, idetity, etc. Insted of the branding word in front?… its because the branding description is giving it a strategic positioning. I don’t know why, but I can’t tink of another reason… I think this is also a debate where the creative forces fight for their own position. Suddely branding is become almost synonymus with the whole marketing prosess??? And on top of that you have the creative, entertainment debate of advertising VS… ad’s that do the job and sell the stuff…) Then some thinks that the image and the brand (Company or product identity) is more important than the sales results. And that is of course BS to…

By: Peter S

Peter S — Tue, 03 Jan 2006 20:59:32 +0000

Branding is the sum total of POSITIVE feelings and thoughts the mass market has about a product before and after they experience an ad. The ad either reinforces or destroys that positive attitude toward the brand. In DM, we don’t build brands typically because we’re going for a sale, or a particular response, not an abiding attitude, though we often make use of that abiding attitude to help make a particular sale. Talk about brands often does veer toward nonsense because brand is always something over and above the specific ways a company touches its customers. In a sense, it’s the total result of all those touches and carries on after those touches are done. For example, a person sees an ad in a magazine that helps build or reinforce the product’s brand in the person’s mind. If done well, the brand keeps working in the person’s mind while time passes before the person is in a position to actually buy the product. Brand is like a wine’s “nose” and “finish.” It’s what lingers between actual experiences of the product. So brand is necessarily hard to pin down as “some thing.” GM has a brand, but it’s been hurt a lot by poor customer touches. How can anyone doubt the power of brand? Don’t you always prefer Kodak, Fuji, or Agfa film to the no-name brand? Brand is located inside the feeling of trust of, and predisposition to prefer, a certain product over others that may, in fact, be better or just as good.

By: DUST!N

DUST!N — Tue, 13 Dec 2005 16:32:18 +0000

Matt,

I enjoy the debate, but I think we have very different definitions of branding and views on how it’s used.

“Friendly, helpful, and informative service are expected of businesses by society.”

True, but they’re often not delivered. A business that doesn’t consistently provide this ends up with a tarnished brand. In fact, as Tom Asacker points out above, those “expectations” are exactly what a brand is.

————–

Yes, I got off-topic here. I drifted outside the context of advertising (as the discussion had already done). Maybe I did so because I feel like advertising has only so much to do with a business’ brand.

But, I think we both agree that very little advertising should be committed to purely branding. I would say it should be committed mostly to (branded) calls to action. Too many ads leave the viewer asking, “OK. But what’s next?”

————–

Personal brands are poppycock? Wow. I must be full of it.

Best,

DUST!N