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Is the definition of a brand is changing?

posted by David Nov 02, 2009 in Brands, Marketing

David Ogilvy’s definition of a brand is a reasonable one: 

“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”

But is it a definition mired in the past?

Augustine Fou writing in Clickz.com says, “Digital broke everything” as consumers can now talk freely to each other – these conversations are even archived for future readers. Traditional ‘brand shouting’ is no longer the only source of information as consumers rate products and services and give each other feedback and recommendations.

Consumers have also become more demanding and more likely to complain vociferously when things don’t work out. Even though the reliability and quality of products have improved continually over past decades, satisfaction measures haven’t budged. According to a Research International-TNS poll of local Internet users, 97% research online before making a significant purchase. So buyers are arriving armed with information and high expectations.

So is branding truly dead? No of course not. Buyology author Martin Lindstrom describes an experiment where 600 women were shown a box in Tiffany blue and their measured heart rate leapt 20%. And have you ever been in a car with young kids, driving past MacDonald’s?

Marketers will still brand products but the effectiveness of marketing claims, advertising, brand logos and colours will be less as we continue to become more digitally connected, seeking continual feedback from others and searching for more information online.

To be a successful brand your product or service had better be good and your customer service fantastic! There is far less room for any disconnect between your product claims and what the product delivers.

Read the full article by Alex Garden of Netinsites here