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August 28, 2006
The New Language of Branding: Can we (Pillow) Talk?
As the importance and power of brands continues to creep up the scale of corporate awareness, marketers are scrambling to find ever more evocative (scratch that: make it “provocative”) ways to describe the relationships that the buyers of products and services have with brands. I grant you, we agency and consulting types are doing a great job confusing marketers. Now they can’t focus on driving sales through the door until they figure out how to make a “Lovemark.” Customer intimacy is more important than customer relationships, and those are pretty important too.
Throw emotional contagion into the mix, and we’re going to brand-based STD’s next… (are phishing and pharming the equivalent?) Maybe it’s a little too much to ask, but I’m a little uncomfortable with this kind of language. Love, Relationships and Intimacy. Call me old fashioned, but these are all just new ways to describe the same old thing: Build a product that solves a need. Support it with honesty, integrity and quality, and make sure you respond quickly to customer needs. Make sure your market knows that you do this.
I mean no offense, but let's save the sweet nothings for our wives, husbands and significant others. When I want this kind of involvement, I know where I’d rather look to find it.
Posted by at 28.08.2006 11:08 | Permalink