Johnnie Moore's Weblog: More on the death of branding

November 14, 2004

More on the death of branding

Seth Godin joins in the debate on branding's death.

1. The data is irrefutable. The number of massive mega brands and their value (in terms of the premium consumers are willing to pay) is shrinking, and fast. You can't get as much extra for a Sony DVD player or a Marlboro cigarette as you used to.

2. The number of new micro-brands is exploding. Hugh (see gaving void above) is a brand now. If we define brand as a shortcut for a set of commercial attributes, emotions, stories, whatever, then any blogger with a following has a brand.

3. There's a difference between brands and branding. Brands exist whether you want them to or not. Brands aren't going to go away any time soon. Brands are a useful shorthand for a complicated asset within an organization. Branding, on the other hand, is a thing you do. And as an activity, branding is problematic. Branding is ill-defined, usually vacuous, often expensive and totally unpredictable. I'm happy to say that you shouldn't grow up to be someone who does branding.

That's a pretty good summary.

Posted by Johnnie Moore at 23:03 in Branding

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Comments (2)

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Chris Pearse says

branding is also painful - ask any cow

November 15, 2004 08:09 Permalink for comment

Tony Goodson says

Damn, you beat me to it. I was going to point you to Seth Godin's summary on branding. I think it's the most concise and hits the nail right on the head.

November 15, 2004 09:01 Permalink for comment