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January 2006

Comments

Laura

Great discussion, I enjoyed reading all of the entries.

A brand is owning a position in the mind of the consumer, it is an internal exsistence. Therefore having your name on a box or trademarked doen't mean it is a brand. Until you have established meaning the mind of the consumer you have not built a brand. Power and money is found by owning brands. Selling on price is not a way to build a brand or make money. I'll write more on India next week. I got sidetracked by the Super Bowl this week.

Jayesh

Hi Laura,

You are right on both points and unfortunately they are the linked to result in the other...

Indian marketing executives are obsessed with Multinational brands specially American brands. Majorly because most of the clients in top ad agencies have atleast one or two american clients who direct these professionals to work in simlar and tried methods with minor tweaks. Not realizing that the Indian consumer is so different.

if only the admen showed more understanding towards the Indian consumer and customized their solutions, a superbrand may emerge from India someday as well.

Vita

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couldn't agree less, honesty and integrity of the people involved in a brand are the most important. better brands come from the conversation

Mary Schmidt

Okay. I'll bite. If a brand isn't people and product, just what is it?

ninefish

you said: "Building strong brands is the key to success, in our opinion, not better products or better people."
I couldn't agree less, honesty and integrity of the people involved in a brand are the most important. better brands come from the conversation that customers have with each other, and with the people that are the brand. we are desperate for better products and better people not for a better understanding of "the brand". we despise the distance between the brand and the customer, but we become advocates for great design, for human brands, for things that speak to our own needs. the idea that building brands to be succesful is based on a corporate focus. instead we should focus on customers, they will make succesfull brands. it doesn't matter how great a brand is unless it's moving product. customers buy product, customers make great brands. all too often this happens despite of the marketing that brands do.

Caleb

Well, it's good to know that third-world markets will benefit a lot from branding. I think economic growth can be ignited if companies from developing economies will focus on building their brands rather than
imitating the line extensions and conglomerate bonanza.

It's true that focus will effectively assist companies in these countries to have a competitive edge in an international scale. Such competence will surely bring about valuable economic benefits.

Caleb

Well, it's good to know that third-world markets will benefit a lot from branding. I think economic growth can be ignited if companies from developing economies will focus on building their brands rather than
imitating the line extensions and conglomerate bonanza.

It's true that focus will effectively assist companies in these countries to have a competitive edge in an international scale. Such competence will surely bring about valuable economic benefits.

Guruprasad V

Hi,
I'm from India.Even in India, marketing doesn't seems to be that much hot what you've mentioned in your article.In India, we've lot of me-too products and line extensions. Corporate India is obsessed with buzzwords rather than brand building.

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