Comments on: Sometimes the Best Brand is You http://www.everyjoe.com/articles/sometimes-the-best-brand-is-you/ Sports News - Tech Reviews - Entertainment - Life Tips for EveryJoe Sun, 06 Dec 2009 04:20:15 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Bob http://www.everyjoe.com/articles/sometimes-the-best-brand-is-you/comment-page-1/#comment-321146 Bob Sat, 21 Jun 2008 19:30:01 +0000 http://www.brandcurve.com/sometimes-the-best-brand-is-you/#comment-321146 Michael, nice definition here ... "Strong brand strategy is founded in solid market due dilligence, intuitive and bold creative execution, and the right marketing mix that’s going to best leverage the client’s budget and equities." You may want to write an article for the Harvard Business Review, arguing that marketing is getting a little silly and solid and professional definitions should be advising the forefront -- not sloganeering. Michael, nice definition here … “Strong brand strategy is founded in solid market due dilligence, intuitive and bold creative execution, and the right marketing mix that’s going to best leverage the client’s budget and equities.” You may want to write an article for the Harvard Business Review, arguing that marketing is getting a little silly and solid and professional definitions should be advising the forefront — not sloganeering.

]]> By: Tom http://www.everyjoe.com/articles/sometimes-the-best-brand-is-you/comment-page-1/#comment-321981 Tom Fri, 09 May 2008 14:52:01 +0000 http://www.brandcurve.com/sometimes-the-best-brand-is-you/#comment-321981 A colleague just forwarded this to me. In a world of ridculous jargon, "brandscend" may well take the cake. Are you guys serious? In terms of being hokey, superficial and silly, your terminology is, well, "brandscendant." A colleague just forwarded this to me. In a world of ridculous jargon, “brandscend” may well take the cake. Are you guys serious? In terms of being hokey, superficial and silly, your terminology is, well, “brandscendant.”

]]> By: Michael http://www.everyjoe.com/articles/sometimes-the-best-brand-is-you/comment-page-1/#comment-321384 Michael Fri, 09 May 2008 14:28:45 +0000 http://www.brandcurve.com/sometimes-the-best-brand-is-you/#comment-321384 Oh, great! Just what the marketing/business world needs: another phony buzz word like "brandscend." I guess I need to buy the book for a strict definition of what brandscension is and how it works (although I have the sneaking suspicion it feels more like or condescension than ascension). Putting yourself at the center of the brand is a lovely notion - and it's very insightful if you mean that you need to promote your strongest equities in the market. But telling a company it needs to buy your multi-thousand/multi-million dollar solution because you're a nice guy is hardly a positioning strategy. And while "traditional marketing" is falling by the wayside in several regards, there are countless opportunities in search, electronic direct and other forms of online marketing and lead nurturing that are result-oriented...and deliver. Strong brand strategy is founded in solid market due dilligence, intuitive and bold creative execution, and the right marketing mix that's going to best leverage the client's budget and equities. This has the smell of a get rich quick scheme. And if it works, power to those getting rich! But having worked with successful challenger brands across several major industries, I know for a fact that we'd get laughed out of the room if we went in and pitched the concept of "brandscension" to a CEO, CMO and their team. Oh, great! Just what the marketing/business world needs: another phony buzz word like “brandscend.” I guess I need to buy the book for a strict definition of what brandscension is and how it works (although I have the sneaking suspicion it feels more like or condescension than ascension).

Putting yourself at the center of the brand is a lovely notion – and it’s very insightful if you mean that you need to promote your strongest equities in the market. But telling a company it needs to buy your multi-thousand/multi-million dollar solution because you’re a nice guy is hardly a positioning strategy. And while “traditional marketing” is falling by the wayside in several regards, there are countless opportunities in search, electronic direct and other forms of online marketing and lead nurturing that are result-oriented…and deliver.

Strong brand strategy is founded in solid market due dilligence, intuitive and bold creative execution, and the right marketing mix that’s going to best leverage the client’s budget and equities. This has the smell of a get rich quick scheme. And if it works, power to those getting rich! But having worked with successful challenger brands across several major industries, I know for a fact that we’d get laughed out of the room if we went in and pitched the concept of “brandscension” to a CEO, CMO and their team.

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