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Guy Kawasaki tells us about “The Art of Branding”
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| I found this once through MSNBC’s Clicked, and realized that I didn’t get a chance to re-share it. It’s from Let the Good Times Roll by Guy Kawasaki called the Art of Branding.
In it he says: “Focus on PR, not advertising. Many companies waste away millions of dollars trying to establish brands with advertising. When it comes to branding, too much money is worse than too little because when you have a lot of money, you spend a lot of money on stupid things like Super Bowl commercials. Brands are built on what people are saying about you, not what you’re saying about yourself. People say good things about you when (a) you have a great product and (b) you get people to spread the word about it.”
(Emphasis Mine.) While I don’t necessarily think a Super Bowl Ad is a bad purchase (ask Bob Parsons), I agree wholeheartedly that you can’t buy a brand… or else every company with the moolah would have a successful one. It fits so smoothly into the mission of a blog as well. Definitely worth a read. |
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Posts tagged as:
ebranding
Interesting Article on Branding
Even The Playboy is Expanding His Brand
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Quote from a Hugh Hefner interview on ABCNews Online
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| In an interview on with ABCNews.com’s Buck Wolf, Playboy’s Hugh Hefner had some interesting thoughts to share about how the Playboy brand has changed.
From the interview as reprinted on AOL.com: BW: Playboy has diversified. But does it bother you that some segment of your under-30 crowd is not that aware of the magazine? They think of Playboy as cable TV programming, or a Web site, or a mansion where really cool celebrities hang out.
HH: Actually, just the opposite is true. The fact that Playboy expanded into other forms is everything I hoped for. It’s no longer limited to a magazine, and that, of course, didn’t happen by accident. With the success of the magazine, instead of expanding into other magazines, we expanded into different extensions of the brand. We were the first magazine to use TV, the first to use a Web site. These are all variations of the brand, and it keeps the brand relevant. What’s so interesting about that last paragraph is that you can see what visionary thinking does for companies that become wildly successful. Whether you’re a Playboy fan or not, you very likely know exactly what Playboy is. Expanding from the magazine into other areas doesn’t hurt the brand – rather it expands it to new audiences, and as Hugh himself said “keeps the brand relevant”. If you’re still using traditional forms of media exposure, how relevant is your brand? |
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