The Aspects of Branding - Part 2: Brand Management
I admit it. I went to the great Wikipedia and found a definition for Brand Management. Needless to say I have not been inspired to write this part of the series on branding. The Wikipedia page on brand management says this;
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.
Needless to say that whole definition bothers me on several levels. As much as I know the importance of marketing and in fact it’s an important aspect of our business I realize the whole notion of marketing and marketers can often have a negative connotation. Secondly I’m bothered that product and brand are defined as two separate elements. If you read the last part of this series you know how serious I am about the quality of the product or service and how deep down that should be the brand. Not just a label. Finally the definition points out that it seeks to increase the products perceived value to the customer. I know that bad communication with the public that cloud what the product truly is but I can’t help but think that it’s implying some deception is going on. Sadly, I know this goes on with many so-called, brands. We have all heard the stories about clothes with certain labels getting a higher mark up, the whole prescription drug debacle where “brand names” are sold for a higher price than “generic”. The funny thing with that is the “generic brand” seems to be one of the more popular with consumers who have seen past the labeling.
What’s more important than “brand management” is product management or customer relationship management. I honestly believe that if you manage the product well and respect the customers the branding will take care of itself.
Seth Godin must have been reading my mind when he wrote a recent article(probably in the last day or so) when he said, “Brand Management is so 1999.” Seth goes on the explain what he called, “Tribe Management.” He said, “Instead of looking for customers for your products, you seek out products (and services) for the tribe.” This is something I always try to keep in mind. We are working to provide and create content management systems for our web design customers that are easy to use. We want to create print products like business cards and brochures that will not just be a work of art but will be true to your companies brand and motivate others to action. I want to sell solutions to my customers problems and challenges. Not create new ones for them. What are ways you seek to build and manage your brand?
