Comments for Brandhabits

Comment on Reinventing the wheel by Ian Thomas

Ian Thomas — Mon, 26 Jul 2010 01:24:49 +0000

Andy: I love this post! When you step back and consider what you’re saying, it strikes me that maybe the instincts among many marketers – and CEOs/Boards for that matter – is just to play it safe; to go with the consensus that’s evident across across an industry in order to avoid the risk of making a mistake.

I wonder how many times your clients – or mine – have REALLY been interested in research offering up a powerful insight that could be the difference between a great brand and just a business with a brand?

In my experience, clients use market research to serve up justifications to follow the competition. Instead of asking the question ‘what would create market share?’ they tend to be looking for an answer to the question ‘why have our competitors gained market share?’

I think that means businesses are inclined to look at the world from their point of view and work from there, rather than a consumers point of view. The examples you cite differ because somebody somewhere asked ‘what would people like?’ rather than ‘what do people like?’ – the equivalent of writing and not editing.

Great post and great blog

Comment on Reinventing the wheel by Jacqueline Leko

Jacqueline Leko — Fri, 04 Jun 2010 00:46:09 +0000

Andy, another thought provoking post.
I think the problem is systemic and in part can be contributed to a serious lack of inspiring leaders. Bold risk takers and visionaries. Not just as brand heads, but further up the ladder, all those in 3 letter acronym roles, starting with C. These people should be agents of change. So many times, I hear and read Apple cited as a great example of brand and marketing. Apple are in the business of innovation. As Rupert Murdoch indicated on Fox News yesterday, Apple realise their success because of an inspiring leader. Reinventing the wheel, really requires a new breed of CEO.

Comment on About by Import Worker

Import Worker — Wed, 19 May 2010 21:33:13 +0000

Keep up the good work and please consider adding EthicalBusinessBuilder.com to your blogroll if you appreciate my views on business buying, building and selling.
+1

Comment on Consideration, not awareness by paulalexgray

paulalexgray — Mon, 03 May 2010 12:21:18 +0000

Andy, I couldn’t agree more.

Every day going into the city on the bus I see ads and promotions, giveaways and competitions all of which are essentially clamoring to get attention – *any* attention. And it works.

Although we all know that we see hundreds of ads per day I can only recall a few – I remember seeing an ad for a Foxtel High school musical show; Funeral insurance; The Telstra T-Hub; and the Commonwealth Bank’s highly unique advertising about how they live in my world/are determined to be different/care about me – or something like that.

Nothing that I’m interested in at all. Whilst I’m aware, my consideration is zilch.

This post made me think of the AIDA model – a classic and perhaps simplistic one but which I think echoes some of your key points. I.e. successful marketing efforts need to not only generate awareness but also need to go through process of creating Interest, then Desire and ideally Action.

I agree with your argument that consideration is a better metric and I think that client-side marketers and agencies need to focus more on the actions that will transform this consideration into the action of buying the product or service. To make this happen, the product/service must of course be valuable, relevant and compelling for the target audience.

Comment on Brand delusion by Brandhabits

Brandhabits — Tue, 27 Apr 2010 22:40:23 +0000

Thanks for the comment Tom, and for taking the time to read the post. You’re spot on about leadership. This only works if there’s a strong leader, with a clear vision for the organisation that can put everything in context.

Comment on Brand delusion by Tom Asacker

Tom Asacker — Mon, 26 Apr 2010 10:41:53 +0000

Great post Andy. I’m reminded of something I once heard about John Wooden, one of the greatest sports coaches of all time.

His ratio of giving praise to highlighting shortcomings was 50 percent. Each time he praised someone for something done well, he would also point out what needed improvement.

Delusion is harmful to both the organization and the individual. We need more determined, honest and caring leaders.

Comment on Perception is everything by Brandhabits

Brandhabits — Sun, 28 Mar 2010 08:38:43 +0000

Thanks for the comment Sofia, how you deal with your customer feedback can certainly affect perception. Next post will be on it’s way shortly…glad you’re enjoying the blog.

Andy

Comment on Perception is everything by Sofia Ribeiro

Sofia Ribeiro — Thu, 25 Mar 2010 22:34:42 +0000

Hi Andy,

Great topic.
I would add two more key point: 1) consistency 2) ability to deal with negative feedback.

Thanks for sharing, and I look forward to your next blog post!

Cheers,
Sofia

Comment on Perception is everything by Brandhabits

Brandhabits — Mon, 08 Mar 2010 10:42:37 +0000

Thanks Jacqueline. I know we like to think we shouldn’t be ‘sucked in’, but to come across a brand experience that truly is rewarding can result in an even higher appreciation. Perhaps because our experience knows how hard it can be to deliver them. An appreciation that can certainly be passed on to help others. Thanks again for reading…

Comment on Perception is everything by Jacqueline Leko

Jacqueline Leko — Fri, 05 Mar 2010 22:35:11 +0000

Andy – great post. As a marketer, I should know better, but my brand perceptions have a considerable influence over my decisions. As you point out, experience is also a handy pearl of wisdom – often best applied with hindsight, but something that, if you share with others, can be a key influence in adjusting/correcting brand perceptions for them.