Comments on: Obsessive Branding Disorder http://blog.danielantrim.com/2006/03/30/obsessive-branding-disorder/ The Blog Of Daniel Antrim... Tue, 06 Jan 2009 20:45:49 +0000 http://wordpress.org/?v=2.6.3 By: Happy Anniversary! at The Idle Thoughts Of A DayDreamer http://blog.danielantrim.com/2006/03/30/obsessive-branding-disorder/#comment-112 Happy Anniversary! at The Idle Thoughts Of A DayDreamer Sun, 30 Jul 2006 07:13:42 +0000 http://blog.danielantrim.com/?p=29#comment-112 [...] People are still homeless. Jurgen Klinsmann is no longer coach of the German national football team. We are still arguing about “what is a brand?” Shit drivers are still pissing me off. Aussies are still debating about uranium and nuclear energy. Microsoft are still trying to get into the 21st century. BEEZHOUSE is rocking along. Barry Bonds reached 715, and is about to be indicted for perjury. Last.fm rocks. Still haven’t seen the DaVinci Code (nor Harry Potter). Believe that the Aussies were robbed at the FIFA World Cup. Still haven’t replaced my dead iPod. Still believe in the Big Bang and evolution. Israel has moved from shelling ambulances, to shelling (and killing) smurfs. [...] [...] People are still homeless. Jurgen Klinsmann is no longer coach of the German national football team. We are still arguing about “what is a brand?” Shit drivers are still pissing me off. Aussies are still debating about uranium and nuclear energy. Microsoft are still trying to get into the 21st century. BEEZHOUSE is rocking along. Barry Bonds reached 715, and is about to be indicted for perjury. Last.fm rocks. Still haven’t seen the DaVinci Code (nor Harry Potter). Believe that the Aussies were robbed at the FIFA World Cup. Still haven’t replaced my dead iPod. Still believe in the Big Bang and evolution. Israel has moved from shelling ambulances, to shelling (and killing) smurfs. [...]

]]> By: Brand Kudos http://blog.danielantrim.com/2006/03/30/obsessive-branding-disorder/#comment-31 Brand Kudos Wed, 03 May 2006 12:14:25 +0000 http://blog.danielantrim.com/?p=29#comment-31 <strong>Obsessive Branding Disorder...RELOADED</strong> The title and subject of this post has been adopted from Idle thoughts and Lucas Conley who in their respective posts about the same subject - "Obsessive branding Disorder" asks the question "What is a brand?" While I have made comment, for those o... Obsessive Branding Disorder…RELOADED

The title and subject of this post has been adopted from Idle thoughts and Lucas Conley who in their respective posts about the same subject - “Obsessive branding Disorder” asks the question “What is a brand?” While I have made comment, for those o…

]]> By: BillyGoatEric http://blog.danielantrim.com/2006/03/30/obsessive-branding-disorder/#comment-21 BillyGoatEric Sat, 01 Apr 2006 05:18:27 +0000 http://blog.danielantrim.com/?p=29#comment-21 I think you have just picked the scab off of a topic that will likely generate some lengthy discussion amongst those within the sanctum who call themselves marketers. For the record, I for one do not consider myself a marketer. Having had the opportunity to consider this question a little before comment, I have come to the conclusion that the question "what is a brand?" has too many restrictions (bought about by mindless mass advertising) to fully illustrate how I see brand. So, as this is an open discussion, I would like to introduce an extension to the idea of brand. On the surface, most would be excused for mistaking a company logo/name/tagline and a brand. After all, the former also embodies all the information connected with a company, product or service, but the truth is, in order for a company logo/name/tagline to become what I see as a brand, it must transcend beyond what any tagline or objective the company is delivering. And hence become a "lovebrand". While this is concept is nothing new in the marketing arena, in a billygoat world, the two terms brand and lovebrand are synonymous with each other. Brand on its own means fuck all! Like most goats, this one also consumes a hell of a lot of products, but only very few (love)brands. Take a product away from me and I will happily find a replacement. Take my "Illy" away and I will fight to get it back. Why? Because the product has delivered beyond expectation but more importantly, it told a great story and has found a way to somehow intertwine with my life so much that it infests my stories, my wife's stories, my work, our holiday stories, my existence. The intimacy is scary once you think about it; somehow you lose the ability to logically reason its absence. This is what a brand is! Real sensual and emotional grab not empty words that ramble about its own greatness. Any brand without connection is merely a product and products can be replaced. To move a little side ways, you or Conley make an interesting point that organisations, products or services is what creates the brand. I can’t argue with this, but I think these days, too many organisations truly believe they actually own the brands they create. I’m not talking about some hoity toity, Fort Business type reference to ownership, but true emotional ownership, the type that lives differently within each consumer and yes they’re very different. So, to all you drab, monolith organisations with monkeys masquerading as customer service reps, get with the times and realise you don’t own the brand you created, in fact if you want to continue and transcend to a level where we really value you, then stop trying to fit everything you do (including “branding” your products) into some nice little model you learnt in your MBA program, it won’t fit fuckers! Tell us a story, let us feel and we’ll show you’ll loyalty beyond reason. BGE I think you have just picked the scab off of a topic that will likely generate some lengthy discussion amongst those within the sanctum who call themselves marketers. For the record, I for one do not consider myself a marketer.

Having had the opportunity to consider this question a little before comment, I have come to the conclusion that the question “what is a brand?” has too many restrictions (bought about by mindless mass advertising) to fully illustrate how I see brand.

So, as this is an open discussion, I would like to introduce an extension to the idea of brand. On the surface, most would be excused for mistaking a company logo/name/tagline and a brand. After all, the former also embodies all the information connected with a company, product or service, but the truth is, in order for a company logo/name/tagline to become what I see as a brand, it must transcend beyond what any tagline or objective the company is delivering. And hence become a “lovebrand”. While this is concept is nothing new in the marketing arena, in a billygoat world, the two terms brand and lovebrand are synonymous with each other. Brand on its own means fuck all!

Like most goats, this one also consumes a hell of a lot of products, but only very few (love)brands. Take a product away from me and I will happily find a replacement. Take my “Illy” away and I will fight to get it back. Why? Because the product has delivered beyond expectation but more importantly, it told a great story and has found a way to somehow intertwine with my life so much that it infests my stories, my wife’s stories, my work, our holiday stories, my existence. The intimacy is scary once you think about it; somehow you lose the ability to logically reason its absence. This is what a brand is! Real sensual and emotional grab not empty words that ramble about its own greatness. Any brand without connection is merely a product and products can be replaced.

To move a little side ways, you or Conley make an interesting point that organisations, products or services is what creates the brand. I can’t argue with this, but I think these days, too many organisations truly believe they actually own the brands they create. I’m not talking about some hoity toity, Fort Business type reference to ownership, but true emotional ownership, the type that lives differently within each consumer and yes they’re very different. So, to all you drab, monolith organisations with monkeys masquerading as customer service reps, get with the times and realise you don’t own the brand you created, in fact if you want to continue and transcend to a level where we really value you, then stop trying to fit everything you do (including “branding” your products) into some nice little model you learnt in your MBA program, it won’t fit fuckers! Tell us a story, let us feel and we’ll show you’ll loyalty beyond reason.

BGE

]]>