This is twitter.com/1day1brand's Typepad Profile.
Join Typepad and start following twitter.com/1day1brand's activity
twitter.com/1day1brand
Recent Activity
Aren't acronyms also non-words like IBM? or FTD? And aren't they by their very nature more difficult to protect?
Brand Naming And Acronyms
An acronym is a pronounceable word formed from the initial letters of a name (WAC, for Women's Army Corps), or formed by combining the first parts of a series of words (RADAR, from Radio Detecting and Ranging). As these examples suggest, once an acronym becomes embedded in the language, most ...
Craig,
Great distillation!
-- Axle
http://www.distility.com
Two observations from fourteen years of customer service
Customer service done in good faith is public service. Customer service anchors you to reality.
Great advice for any company. We did 23 interviews with our customers, and were surprised by some of their pains. These pains are now being translated into lots of little stories we're going to use for our launch. Andrew and I refer to the notes we took from New Rules and World Wide Rave routinely, as we develop our mini-campaigns. Thanks again,
- Axle
Making stuff up
How do you market your company, products, and services? Are you sitting around your comfortable offices with your colleagues just making stuff up? Or do you really understand your buyer personas and what problems they have that you can solve? I share my thoughts on making "stuff" up in this sh...
Malcolm, every citizen should have to take a course on basic market research hygiene before they are allowed off their social network.
Pinker on "What the Dog Saw."
Steven Pinker reviewed my new book "What the Dog Saw," in the New York Times Book Review this past Sunday. I sent the following letter to the editor in response: It is always a pleasure to be reviewed by someone as accomplished as Stephen Pinker, even if—in his comments on “What the Dog Saw” (N...
Tom, I've followed your blog for a long time and just had to weigh in on this one.
I'm disapointed by most of the conversation around the Forrester piece.
I read it last week and frankly, based on what was within, the change in the title or role of the brand manager was the least consequential of all the points. What emerges is a wholesale disruption in how brands are planned, created, managed and monitored. The death of the "big advertising" idea. The empowerment of consumers. The increasing self-reliant advertiser. The rise of new marketing technologies. The Brand Manager is just one person, in an entire chain of command whose work lives will never be the same on account of the above mentioned factors.
This "bonfire brand" idea is sweet. It is authentic. I like it. But this is exactly the problem with branding, and brand experts. We're always looking for the new term, the new idea, to make better sense of what we do. I say enough of the buzz phrases.
You write "how inspiring it would be to talk in terms than real consumers can understand." Now you've got me nodding my head. Branding has become too complicated, too mediated by the experts. Your cartoon, tells me that they've taken branding hostage. As a recovering brand expert, I couldn't agree more. I'm hoping we're at the start of something incredibly exciting, a time when sincerity and authetticity trump sophistication and perfectionism.
- Axle Davids
http://www.distility.com - 1day1brand
managing the brand
In the last two weeks, there’s been a lot of chatter about the role of the "brand manager" and marketing organizations generally, after Jack Neff at Ad Age previewed a Forrester research report in an article called "Why it’s time to do away with the brand manager." "Managing a brand has always...
Laura, you forgot reason #6 "Don't let this person promote your product". [pic] http://ow.ly/i/4zS
How Crocs Crashed
Success is sometimes your own worst enemy. Just ask the management and stockholders at Crocs. A hot brand ends up in one of two different ways. It burns bright too fast and fizzles. Brands like this are known as fads. Or a brand burns hot then continues at a steady simmer. Brands li...
You're right to talk about the importance of trust. Makes me think of a great book I read last year, Covey's "Speed of Trust".
From a branding perspective, I hope 2010 -- what with Social Media, Recession, Technology. Consumer Empowerment -- will be the year in which brand developers focus on pragmatism instead of perfection, sincerity instead of sophistication.
Small Business... get to the trusted friend!
My friend Bill is a one-man-show of TWO businesses. One is, or I should say he is a photographer (Bill Banks Photography) and a computer technician (Advance Users). The other day he was venting and explained how he was on a photo shoot and noticed that the company’s computers were not setup prop...
Agreed.
It is all to common that we have to work with brands that are super sophisticated in their brand strategies but kill you with their service. Here in Toronto, Bell Canada is the poster child for this kind of disassociative brand identity disorder. I'd rather their brands were authentic -- "We're too big to care" -- so I would lose my naive expectations.
Axle Davids
www.distility.com
p.s. My first visit to Brand Champions Blog. I really like it!
Brand Basics
Don't forget the brand basics. I was reminded of this a few days ago when I met my parents for dinner to celebrate my father's birthday. We met at a restaurant that we have frequented several times before. In the past we have had a consistent, on-brand experience. Last weekend we most certai...
Subscribe to twitter.com/1day1brand’s Recent Activity