Comments on: Has brand building changed in the digital age? http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/ A Brand Management blog by Dave Knox @daveknox Wed, 05 Oct 2011 07:53:44 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Hard Equity http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-277 Hard Equity Fri, 08 Aug 2008 12:41:00 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-277 It is about understanding what makes person tick. It is about understanding what makes person tick.

]]> By: Dave Knox http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-276 Dave Knox Fri, 08 Aug 2008 00:01:40 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-276 Matt - Very, very interesting point. So instead of a brand being about it's functional benefits/equity, it is about something more meaningful....ie ideals. I am also more in the camp that digital has turned everything on its head, but not sure if all "brands" will ever be about ideals instead of benefits. Yes, the best brands...the ones that want to be category leaders will be there. And the ones that want to innovate in a category (for instance Method) will be about these ideals. But will the second tier players ever get there? And if they don't, will they completely disappear from shelves. Not sure but one hell of an interesting debate Matt – Very, very interesting point. So instead of a brand being about it’s functional benefits/equity, it is about something more meaningful….ie ideals. I am also more in the camp that digital has turned everything on its head, but not sure if all “brands” will ever be about ideals instead of benefits. Yes, the best brands…the ones that want to be category leaders will be there. And the ones that want to innovate in a category (for instance Method) will be about these ideals. But will the second tier players ever get there? And if they don’t, will they completely disappear from shelves. Not sure but one hell of an interesting debate

]]> By: Matt Carcieri http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-272 Matt Carcieri Thu, 07 Aug 2008 17:34:07 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-272 I'm going to weigh in against point #1. I come from the Thomas Friedman "The World is Flat" camp that says everything has been turned on its head by the web. So much so that I think we need to reconceive the very nature of "the brand." Where it was once a mark of quality (representing a differentiated benefit), it is now a symbol of ideals that enjoins like-minded souls. This new reality requires a new set of capabilities that "traditional" marketing hasn't yet fully embraced. I’m going to weigh in against point #1. I come from the Thomas Friedman “The World is Flat” camp that says everything has been turned on its head by the web. So much so that I think we need to reconceive the very nature of “the brand.” Where it was once a mark of quality (representing a differentiated benefit), it is now a symbol of ideals that enjoins like-minded souls. This new reality requires a new set of capabilities that “traditional” marketing hasn’t yet fully embraced.

]]> By: BIG Kahuna http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-278 BIG Kahuna Thu, 07 Aug 2008 14:06:14 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-278 Most of the clients I talk to say " Yea, but what if people talk about us poorly". My response... What's stopping them from doing that on their own blog? Or someone else's blog? Or via Facebook, twitter... Things are changing for sure so I think it's better to have discussions where you can listen, empathize and respond vs saying nothing or doing nothing. Most of the clients I talk to say ” Yea, but what if people talk about us poorly”. My response…

What’s stopping them from doing that on their own blog? Or someone else’s blog? Or via Facebook, twitter…

Things are changing for sure so I think it’s better to have discussions where you can listen, empathize and respond vs saying nothing or doing nothing.

]]> By: Marji Chimes http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-275 Marji Chimes Wed, 06 Aug 2008 19:51:52 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-275 The challenge is that the brand is going to mean something a little different to each person that engages with it and therefore it gets even harder to manage and measure. It is interesting to think how/if this will impact what brand awareness studies will meaure in the future. The challenge is that the brand is going to mean something a little different to each person that engages with it and therefore it gets even harder to manage and measure. It is interesting to think how/if this will impact what brand awareness studies will meaure in the future.

]]> By: Dave Knox http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-274 Dave Knox Wed, 06 Aug 2008 13:36:51 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-274 Very true. But those brands that can figure out "co-creating" end up the winners. A tough pill to swallow but every time one of those companies say "I want to be more like Apple", they are reinforcing the value of "letting go". Like you said, tough to accept. Very true. But those brands that can figure out “co-creating” end up the winners. A tough pill to swallow but every time one of those companies say “I want to be more like Apple”, they are reinforcing the value of “letting go”. Like you said, tough to accept.

]]> By: BIG Kahuna http://www.hardknoxlife.com/2008/08/06/has-brand-building-changed-in-the-digital-age/comment-page-1/#comment-273 BIG Kahuna Wed, 06 Aug 2008 13:33:27 +0000 http://hardknoxlife.wordpress.com/?p=407#comment-273 Dave, good article. #3 is where most companies are struggling. Losing control is a tough pill to swallow. Dave, good article. #3 is where most companies are struggling. Losing control is a tough pill to swallow.

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