A Personal Belief on Branding

June 14, 2007
Filed Under Branding/Buzz/Viral, Change Management, Entrepreneurship |

I’ve been developing a overall branding concept, I’d like your thoughts on refining it and your reactions to it.

“All brands outlive their useful life, often to the detriment of the consumer and newer value propositions.”

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    • Comments

    6 Responses to “A Personal Belief on Branding”

    1. Mike Maddaloni on June 14th, 2007 8:32 am

      Do you have an example?

      mp/m

    2. David on June 14th, 2007 8:54 am

      I do, but the goal is a thinking exercise for my blog visitors. I’d love to hear what this makes you think of after 24 hours!

    3. Dan Schawbel on June 14th, 2007 7:23 pm

      I think they only outlive their life if they are unique, valuable and memorable!

    4. Mike Maddaloni on June 14th, 2007 7:33 pm

      Ok, I have one - Kennedy, as in the infamous political family hailing from Massachusetts.

      As a native of the Bay State, I know all well of the antics and escapades of the Kennedys. As much as the effectiveness of their leadership comes into question and competent opponents come out against them, they still tend to win. Though today it’s just Ted in Mass., people who have been pulling a lever next to his surname for over a half a century will continue to do so.

      That was a specific example, whether you agree with me or not!

      mp/m

    5. David on June 15th, 2007 9:31 am

      Good one. You’re getting it! Like I said, once you start thinking about it you’ll see many more.

    6. Mike Maddaloni on June 15th, 2007 9:59 am

      I also thought of a whole category - traditional retail stores. In Chicago, the Marshall Field’s brand, which is not even a functioning brand, is more valuable than Macy’s. I still consider myself a loyal Craftsman tool customer, but with changes in ownership of Sears and them now being sold at KMart, is it still the same tool?

      There’s more examples, like Lord & Taylor & Nordstrom being much more expensive than the likes of Carson’s, but not in all cases.

      But that’s all I’ll write, as I am eager to hear your thoughts!

      mp/m

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