Johnnie Moore

Branding.. or corporate marketing?

Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Tim Kitchin at the Glasshouse blog picks up the branding debate. It’s a lucid summary of several strands of the debate. Here’s a snippet

The proliferation of factual information and rising standards of quality across the board make brands less and less important as guarantees of quality. Brand must therefore migrate to a different competitive arena…offering different benefits beyond the product per se: leveraging service benefits knowledge emotion, ethics and empowerment.

However these benefits do not and cannot reside within branded packages, stacked on shelves. They are the net effect of corporate AND product performance. Of behaviour, as well as value-delivery.

Tim argues that the company reputation is going to increasingly impact the perception of the box on the shelf. And I like the passion behind this statement

Vapid story-telling has had its moment. Organisations must take their organisational principles to the front line – and into their products.

Tim also says

In all these areas, whether brands are trying to become ‘lovemarks’, ‘dreamcasts’, or ‘anti-brands’, what matters is consistency. It is critical that the organisational purpose is felt in every stakeholder’s experience.

I see where Tim is coming from and I also feel wary of excessive consistency and a possible implied counsel of perfection (eg in every stakeholder experience). I don’t need to experience Mars’ deep purpose every single time I buy a chocolate bar, and I also think that it’s the nature of human organisations to mutate to stay alive – so that too much consistency is a bit inhuman. One of the aspects of conventional branding that most troubles me is the tendency to set up idealised visions that aren’t really compatible with our essential human fallibility.

That said, I think Tim’s onto something and his full post is worth a read.

—–

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Passion branding

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations

Aliveness

Finding the aliveness below the surface of stuck

Johnnie Moore

Invisible leadership

Lisa Haneberg: Invisible leadership feels more like doing the best things without yielding power. Invisible leaders influence the system and people by being a partner.  “A leader is most effective

Johnnie Moore

Crime and punishment

Alexander Lee reminds us of Thomas Paine’s wisdom – something I’m fearful we ae short of at the moment. For Paine even the most heinous crimes must be punished with

Johnnie Moore

Those puppets

Somehow the sturm and drang over this has passed me by till this morning. Catching up on it all has been… FASCINATING!

Johnnie Moore

Us and Them

Stephen Fry repeated an old geek joke the other day: “The world is divided into 10 types of people. Those who understand binary and those who don’t.” Pause to allow