Comments on: The BIG Branding Controversy and How You Can Learn More

By: Lisa Manyon

Lisa Manyon — Tue, 16 Feb 2010 17:55:00 +0000

So, true, Christine. It is all about building relationships and making sure your message sticks.

Write on!~

Lisa

By: Christine McIvor

Christine McIvor — Mon, 15 Feb 2010 19:05:15 +0000

I work in the MLM Industry and have experienced the transition to selling yourself rather than the product or business opportunity. People like to buy from people they like and trust and you can’t establish all that in a business card. Thanks for sharing!

By: shrink label technology

shrink label technology — Wed, 27 Jan 2010 22:09:31 +0000

Nice work! Those dudes at your competition (you know who) don’t even have a clue! Keep em coming! Regards!

By: Chris Shallow

Chris Shallow — Tue, 26 Jan 2010 12:22:34 +0000

As always, my pleasure, Lisa. By explaining what branding REALLY is you’re doing a great service to your readers. Understanding what branding is (beyond the logo) is a big problem for my clients, too, particularly the importance of Touchpoints.

By: Chris Shallow

Chris Shallow — Sat, 23 Jan 2010 19:49:20 +0000

Delighted your much better, Lisa. If I have to give a short definition of brand, a promise kept is my favourire but I always emphasise the importance of a positive experience and value, too! BTW, I agree with your answer ro Tom, and, yes, brand DOES come from branding property, not just animals but ancient potters branded their wares as a sign of quality.

As I’m also a historian, it’s useful to remember that branding, in the marketing sense, really got under weigh when the Industrial Revolution started and people no longer had a personal relationship with the manufacturer (craftsman). The owner of the factory put his name to the products as a guarantee of quality (another meaning of a brand); i.e. he stood behind his product. It’s that guarantee of quality that STILL makes people pay a premium for branded over unbranded goods!

By: Lisa Manyon

Lisa Manyon — Sat, 23 Jan 2010 15:48:37 +0000

Tom,

In your industry “brand” has two meanings. However, when you listen in on the call, you’ll see how they are both intertwined. When you think about the brand you use on your cattle — also think of the message it sends to people. I assume the officials automatically know it’s your ‘brand’ and they associate it with the way you do business, your business integrity etc. So, it’s all part of branding — your cattle brand included.

Write on!~

Lisa

By: Lisa Manyon

Lisa Manyon — Sat, 23 Jan 2010 15:46:20 +0000

Hi Chris,

Feeling MUCH better. Thanks so much. I LOVE your definition of brand in relationship to a brand being a promise kept.It’s always nice to discover new resources from you.

Write on!~

Lisa

By: Tom Lehner

Tom Lehner — Sat, 23 Jan 2010 14:46:31 +0000

Hi Lisa,
There is one thing I always look forward, and that is to your blogs. I have learned so much from you. I only give my comment when I have something to say or when I am confused. Today?€™s Blog of yours has many things who are totally new to me, some that are confusing to me and some where I just might have questions.

Branding ?€“ for me as a Cattle & Horse Rancher branding always means putting my Brand (Ranch Logo) on the butt of a horse, cow and/or any other animal I own. This brand identifies my ranch, and every Cop, State Trooper; Texas Ranger in the State of Texas, and slaughter house in the Country has a copy of it. It is registered at the county and is to assure that so called rustlers (Stock thieves ?€“ yes they still exist) cannot sell stock that is stolen on my or from my property, and to assure that my neighbors know immediately, who is the owner of the cow that is straying on their property.

So far so good; But now you are telling me that branding is not my Ranch signature on the butt of an animal or my logo on a company stationary but rather my actions, my performance as horse trainer, Cattle breeder, business man, investor in my second company, my blogs I am writing and by whom I am identified by my readers?

For me branding has always meant that my Logo is my brand. I usually do not use my personal name on any company I run, that is why my company has a different name, my ranch is called – ?€?RockinL Ranch?€?; Land, Horse and cattle Operation ?€“ Because I always thought I am Identified by those names and their Logos. Whenever I call a slaughter house, horse trader or any other acquaintance they know my name and my Logo/Brand, that is how they identify me.

I will definitely listen to the show because now thanks to you I have the whole weekend something to think about. I am really, really confused now.

Not many people have the ability to confuse me, surprise me in a positive way and make thinking all weekend ?€“ you are so awesome and I appreciate your blog and all your insight you are giving me. I have learned so much from you.

Thanks for sharing your great thoughts with me.

By: Chris Shallow

Chris Shallow — Sat, 23 Jan 2010 12:42:54 +0000

The keywords, again, IMHO, being promise,value, and experience — NOT logo! (Hope that helps, Lisa.) I guess you’d agree with the vision part, too!

By: Chris Shallow

Chris Shallow — Sat, 23 Jan 2010 12:42:10 +0000

When I was researching my Masters, Professor de Chernatony, kindly provided me with his 2009 paper, ?€?Towards the holy grail of defining ‘brand’?€™, which I’ll quote from, here, (p105), where he defined a brand as: ?€?a cluster of values that enables a promise to be made about a unique and welcomed experience . . . a visionary promise that adds value to all stakeholders.?€?