The semantic branding

The semantic blog » Branding... Did you say branding?

Back to The semantic branding Written on 26-Mar-2008 by cristian.saracco

Today, in Javier Velilla's blog, he posted this video from Hundred Monkeys which is trying to explain what Branding is... It's quite good.

Also, as Nicholas Ind said, there are plenty of definitions of brands and branding. Some people think a brand is a logo. Or advertising. Or packaging. Or another word for the name of the product and service they buy. In fact it’s all of these things and a lot more.

To get a sense of what a brand is, just stop and think like a customer. I buy Nike sports shoes and Apple computers, fly with Virgin, shop with Amazon, dream of owning a Ferrari and donate money to Unicef because I like what these ‘brands’ stand for. I fly with Virgin because of the quality of the experience, the look and feel of the planes and the way I am treated by the check-in and on-board people. Similarly I buy Apple computers because of the quality of the hardware and software, the position of the brand as an outsider and the in-store experience. I have never bought and never will buy any other computer. Owning an Apple is an emotional thing.

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Tags: emotional, branding, ind, saracco, insights, allegro234, definition, hundredmonkeys, impresiones

Comments

written on 27-Mar-2008

javier velilla [http://www.javiervelilla.es/wordpress/] says:

Thanks for the reference to my blog Impresiones.

As Erich Joachimsthaler said, branding is think like a customer-consumer.
written on 27-Mar-2008

cristian.saracco [http://webjam.com/brand30] says:

Hi Javier!

Thanks a lot... I follow your posts periodically!... They are fantastic!

By the way, if you also want to see branding issues from the design perspective, I would recomend you to visit http://www.webjam.com/heydesign

Cheers,

Cris
written on 23-Jul-2008

volckmann [http://www.volckmann.com] says:

I think a Hundred Monkeys are looking at branding from a very myopic and single-sided view. Branding goes a lot deeper and is much more than only about how external entities perceive a company---or a customer perceives a product or company. The brand should also be very much about integrating and achieving core aspects of a brand driver by ALL stakeholders both internally & externally:

Reasons to believe, brand discriminators, values, integrity, insight and inspiration
written on 23-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

Yep!... They have some bias... however, for beginners, it looks like a good first step...

Brand is experience... dialogue... and agree with you with all the tribe's stakeholders!

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The semantic blog » Branding... Did you say branding?

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