Comments on: What every non-marketer should know about branding http://www.brandstoke.com/2009/10/26/what-every-non-marketer-should-know-about-branding/ Fri, 03 Sep 2010 22:56:28 +0000 hourly 1 By: Devin Meister http://www.brandstoke.com/2009/10/26/what-every-non-marketer-should-know-about-branding/comment-page-1/#comment-839 Devin Meister Mon, 02 Nov 2009 18:07:46 +0000 http://www.brandstoke.com/?p=2136#comment-839 Nothing to add, but two of your points that they really need to understand: 1. Branding is not solely a marketing function. It’s an organizational function. 2. Your brand will not be strong unless the entire organization understands and embraces branding, starting at the top. If you don't deliver on your promise throughout the customer exeperience, it won't matter if your logo exudes happiness, adventure, or anything it all. It won't fly. And you'll waste your money trying to get it off the ground. Nothing to add, but two of your points that they really need to understand:

1. Branding is not solely a marketing function. It’s an organizational function.

2. Your brand will not be strong unless the entire organization understands and embraces branding, starting at the top.

If you don’t deliver on your promise throughout the customer exeperience, it won’t matter if your logo exudes happiness, adventure, or anything it all. It won’t fly. And you’ll waste your money trying to get it off the ground.

]]> By: Donald Cunningham http://www.brandstoke.com/2009/10/26/what-every-non-marketer-should-know-about-branding/comment-page-1/#comment-824 Donald Cunningham Thu, 29 Oct 2009 21:16:42 +0000 http://www.brandstoke.com/?p=2136#comment-824 I am definitely using this post as a cheat sheet when trying to explain concepts of branding to the non-marketers in my organization. Thanks, Kirk. I am definitely using this post as a cheat sheet when trying to explain concepts of branding to the non-marketers in my organization. Thanks, Kirk.

]]> By: 1day1brand http://www.brandstoke.com/2009/10/26/what-every-non-marketer-should-know-about-branding/comment-page-1/#comment-817 1day1brand Thu, 29 Oct 2009 05:02:12 +0000 http://www.brandstoke.com/?p=2136#comment-817 We're screwed. For everyone of us who agrees with you, there are 1,000 marcom professionals who abuse the term. Sure, you can't say "I've worked on a market so I do marketing," but you can say "I've worked on a brand, so -- obviously -- I do branding." The language is against us. Time to rebrand branding? -- Axle Davids @1day1brand | http://www.distility.com We’re screwed. For everyone of us who agrees with you, there are 1,000 marcom professionals who abuse the term. Sure, you can’t say “I’ve worked on a market so I do marketing,” but you can say “I’ve worked on a brand, so — obviously — I do branding.” The language is against us.

Time to rebrand branding?

– Axle Davids
@1day1brand | http://www.distility.com

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