Errr, that great idea? Just came back.
I’m thinking/working/dealing with branding lately. Traditional branding sucks … isn’t that where some guy throws you to the ground and jams red-hot poker and right up against your ribs? Ouch! Who wants that?
Here’s a thought (it’s not really an idea) about modern branding:
Great companies don’t brand their products. They allow you to brand yourself by choosing to buy their products.
(In case you’re wondering, I had to boldface that because it’s so mindblowingly significant. Just so you know. You know?)
Think: do people buy a BMW because it has more X than the competition? Put whatever you want in X: power, style, leather, agility, rubber, buttons – whatever. The answer is: of course not.
People buy a Beamer to brand themselves.
Now they’re Beamer people. Someone to be taken seriously. Maybe not Trump, but Trump-ettes. (OK, that came out wrong.) Seriously on their way, dude. Going somewhere, even if they’re on the wrong side of the freeway.
If you can get that that stage as a company where people buy your products to brand themselves, wow you have it made.
Whether branding is still painful when you D-I-Y, I have no idea. I’m just an Apple-using iPod-sporting mac-addict.
What do I know?
[tags] brand, branding, bmw, john koetsier [/tags]