Thank YOU to everyone who participated in the CHAT!  What an amazingly educational discussion about “what IS a brand”?  How do YOU define it?  How do you measure it?  How do you make it bigger? And, how do small brands take advantage of opportunities with large brands falter?

Here’s the recap of high points of the discussion.  Hope you’ll join us next Wednesday, May 13th, at 10 a.m . CST for the next edition of #BRANDCHAT.  To see or suggest discussion questions and topics visit the #brandchat Facebook page at http://tinyurl.com/brandchat-FB

Sadly, some people said that their employer blocks FACEBOOK (sadness for their grief and frustration that their employer just doesn’t understand the power of this amazing online database!).  So, for those stricken with employers not yet “in the know” the #brandchat questions will also be posted on Monday at http://www.yourbrandplan.com in the FORUMS section under NETWORKING.  Of course, if you can join us on the Facebook page – you’ll get the questions quicker…along with some other tidbits!

Here’s the RECAP – MAY 6TH:

Q1: from @bradfordshimp – What makes a brand a brand?

nrohrbach: Q1: brand becomes a brand when it’s more than a logo, when you make it your reputation #brandchat

tmonhollon: @brandchat Q1 Depends on who’s defining it. All stakeholders may have a different definition. Important to consider all. #brandchat

andrewmueller: You have ‘brand” when a critical mass of your customers arrive at at gut feeling about your product, service, or company #brandchat

neilmckenzphoto: Q1: A brand is how the market sees you – can be either good or bad, strong or weak, common or unique. #brandchat

BrandAide: Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

andrewmueller What do you consider a “critical mass”? Or, does each company need to define that? #brandchat

ideaAnglers: Q1: The best logo or slogan won’t help a company with poor customer service, branding is about how your customers react to you #brandchat

tmonhollon: Last year, we rebranded our 25-year, $2billion, franchised company. You learn a lot about your brand when you redefine it. #brandchat

DrFernKazlow: Q1: Point of connection betwn U, ur biz, niche market, & marketing where U b/c THE “fix” 4 their prob #brandchat

BrandAide: Q1: You can try to manage that perception to enforce your desired brand but ultimately the market will decide. #brandchat

AllanDeYoung: Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: Critical mass is determined by the size of your market- enough consensus among customers so that the feeling spreads orgaincally #brandchat

@tmonhollon Lessons from rebranding: 1) Logo and name matter but are just one part of the package. #brandchat

neilmckenzphoto: Q1:Brand consists of everything you do, products, service, marketing, quality.. and the list goes on. #brandchat

@AllanDeYoung Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: @tmonhollon logo and name can help, but are often over emphasized at the expense of customer interaction at each touchpoint.

BrandAide: Q1: A great brand represents a firm or person who follows through with their messaging, has a competitive adv, and fills a need.#brandchat

tmonhollon: @brandchat 2) A brand is a living thing that can evolve to best reflect your values + respond to perception of the market. #brandchat

neilmckenzphoto: Q1: A great logo or name can not make up for shortcomings in other areas of a business or organization. #brandchat

tmonhollon: @brandchat 3) People are a critical part of the brand. Internal and external, they are what truly defines u w/in the market. #brandchat

DrFernKazlow: @andrewmueller @tmonhollon – Agree – name & logo one element -have b/c oversimplification and identification w/ brand #brandchat

tmonhollon: @andrewmueller Absolutely. That’s why it’s important to think of your brand in terms of user interface. How do ppl experience it? #brandchat

neilmckenzphoto: Q1: Can you really “rebrand” a company or are you just “repackaging”? #brandchat

andrewmueller: @tmonhollon “brand” as user interface, interesting idea, maybe better to think of “company” as user interface + brand as result #brandchat

DrFernKazlow: @neilmckenzphoto Yes you can re-brand. It’s not your father’s oldsmobile. Fiats working on it now! #brandchat

andrewmueller: @neilmckenzphoto if you can change the gut feeling your customers have you can rebrand if not you just change your corp identity #brandchat

mariaduron: @neilmkensphoto – I think U can evolve UR brand – which is often how people define rebranding. #brandchat

neilmckenzphoto: Q1:@DrFernKazlow-Oldsmobile would be more like “reinvention” than “rebrand” – much more than a slogan to be successful. #brandchat

DianeRines: #RTathon RT @BrandAide Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

Q2: How do you turn a local brand into a national brand?

tmonhollon: Q2 B4 you go national, ask how big a system you can support. Think biz 1st or your customers will feel it & brand will suffer. #brandchat

nrohrbach: Q2: this may seem like a no-brainer, but make sure you’ve succeeded in branding at the local level before going national #brandchat

ideaAnglers: Q2: @nrohrbach exactly, if you’re struggling at the local level, moving National won’t fix your problems! #brandchat

brandchat: @nrohrbach Not a “no brainer”. Have seen many “brands” thinking that they have more chance giving nat’l a go than local. #brandchat

neilmckenzphoto: Q2: To take your brand nationally you must first have a “local” brand. #brandchat

DrFernKazlow: Q2 Your Pt of Connection may morphs or changes when U go from local to national – every aspect must be re-examined #brandchat

DrFernKazlow: @neilmckenzphoto Re-inventing is beginning of re-branding! #brandchat

tomcomber: @neilmckenzphoto Not sure I agree with you there. Plenty of companies have national presence without developing locally. #brandchat

tmonhollon: @nrohrbach Also, ask why you want 2 go natl. Not always the best growth strategy. Regional, service lines might be better. #brandchat

andrewmueller: @neilmckenzphoto disagree completely! You can launch a national brand it is done all the time #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

mariaduron: #brandchat @@tomcomberI don’t agree – think that’s why U see franchisors looking 4 local connections..it’s all local + people focused.

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

nrohrbach: @tmonhollon this is true, local to nat’l does seem like an awfully big jump, especially if “local” is a small town! #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

tmonhollon: @mariaduron Interesting that you bring up the franchise model. Typically, you buy a “national” brand to implement it locally. #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

DrFernKazlow: @nrohrbach @tmonhollon Part of prob going local 2 national/global is ppl afraid of “getting big” & taking their space #brandchat

tmonhollon: @andrewmueller Web-based is a good exception, but with natl brands, sales is still usually local. Feet on the street = sales. #brandchat

mariaduron: @@tmonhollon #brandchat – agreed that happens but it was local somewhere, sometime + created community b4 going nat’l Look @ MickeyD s

bradfordshimp Agreed + they created community online. That was THEIR location, location, location. #brandchat

DrFernKazlow: @bradfordshimp Morning – agree abt internet companies, totally changes biz dev paradigm #brandchat

BrandAide: Q2: National brands also have local brands – depends on how they are managed in your town #brandchat

andrewmueller: problem of going national from local is one of business model #brandchat

McCourtRealtor: RT @neilmckenzphoto Q2:@andrewmueller Nat’l launches start locally w/research – could be many locales. If it works there then exp #brandchat

McCourtRealtor: Franchises all developed local communities (followers) even if that group ‘lives’ online. From there must have biz model 2 grow #brandchat

andrewmueller: Many corporation lauch products as “brands” nationally after local research which is not launch, true for “house of brands” co’s #brandchat

DrFernKazlow: Q2 Always a location, online loc = community, ranking, brand recognition/visibility #brandchat

Q3: Are smaller brands taking market share?

BrandAide: Q3: There are no small brands only small brand managers 🙂 #brandchat

tmonhollon: @brandchat Q3: Niche brands thrive when they R lean, nimble, custom. Small brands that act too big may suffer due 2 less support. #brandchat

Whistletree: @brandchat I feel social media levels the playing field & allows smaller brands 2 capture % of market share they wouldn’t have. #brandchat

christinetonkin: @BrandAide What is the brand manager’s job? #brandchat

bradfordshimp: I see smaller soda brands right next to the big brands more and more – same for other products. #brandchat

tmonhollon: @mariaduron Franchises can be a great balance local v. natl, small v. big, b/c you can act local but get global support. #brandchat

andrewmueller: @brandchat P&G is an example of “house of brands” P&G their products are branded individually + have little cross influence #brandchat

neilmckenzphoto: Q3: Company size is not a condition for having a brand. #brandchat

ideaAnglers: Q3: I’ve even seen LARGE company brand one of their products to look like a “house/small brand.” Even the big dogs see that niche #brandchat

BrandAide: @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

bradfordshimp: What about when large brands stumble? Is your small brand ready to take market share? #brandchat

mariaduron: RT @BrandAide @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

tmonhollon: @ideaAnglers The idea of the niche is being embraced more and more even w/in corporate brand strategies. SM plays a part. #brandchat

McCourtRealtor: @ideaAnglers Yes, big dogs are seeing the niche + that’s why there’s such a LUV 4 social media 2 level that playing field. #brandchat

nrohrbach: @bradfordshimp GREAT point,mom and pop need to be poised to fill a gap when big co. perturbs a vendor or sparks a scandal in news #brandchat

andrewmueller: small co’s take advantage of market niches that big co’s are feel are too small to pay attention to #brandchat

Whistletree: @McCourtRealtor Agree, It’s happening in traditional advertising. How many Super Bowl ads came from Youtube or the like? #brandchat

sjhalestorm: @BrandChat, Q3: SM gives small brands the power to steal market share from the big boys. Little brands can make big noise. #brandchat

bradfordshimp: I don’t think a big national brand protects a company as much as it used to. It is far easier for smaller, nimbler ones to gain #brandchat

SirHendrix: @tmonhollon @ideaAnglers for corporations “niching” would mean active market segmentation. #brandchat

Q4: How are you on a weekly basis tracking your brand?

neilmckenzphoto: Q4: How to measure and track brand? Probably a lot of clients asking their agencies this question. #brandchat

tmonhollon: @brandchat Weekly is mostly digital. Media clippings, Google alerts, Twitter search, blog comments, etc. #brandchat

andrewmueller: Q4 answer = SALES #brandchat

ideaAnglers: Social media, google docs & analytics help us monitor our brand both weekly and even daily. Surveys/newsletter signups, etc #brandchat

DrFernKazlow: @andrewmueller Products may be unrelated but a brand umbrella is formed. What would happen if P & G bought Playboy? #brandchat

BrandAide: @tmonhollon Also data and feedback from internal orgs that interact with market… executive, support, sales, etc. #brandchat

tmonhollon: @BrandAide Definitely. Direct customer & client feedback is invaluable. #brandchat

andrewmueller: @DrFernKazlow would have little effect on the individual product brands – most customers would never know #brandchat

neilmckenzphoto: Q4: The measure of brand that is most important in the long run is sales. #brandchat

MarkoMentor: Building a brand online depends on your communication skills and ability to demonstrate Value #brandchat

DrFernKazlow: @andrewmueller Not true! Many won’t buy ANY P&G products b/c they r IDed as uncaring animal testers. Even if ppl luv prod! #brandchat

MarkoMentor: Its no longer a case of selling to its a case of value attraction #brandchat

andrewmueller: @DrFernKazlow and social media is making this a bigger and bigger problem breaking down the walls of houses of brands #brandchat

SirHendrix: Q4 the measure of brand is brand equity. #brandchat

tmonhollon: @bradfordshimp @prsarahevans likes to say social media is not about ROI, but ROE – Return on Engagement. #brandchat

andrewmueller: @DrFernKazlow social media has made the sharing of infomation +coalescing of groups much easier, there voices r more easily heard #brandchat

SirHendrix: Q4 tracking brand perception is an integrated, possibly niche-specific task. doesn’t make sense weekly. #brandchat

SirHendrix: @andrewmueller @drfernkazlow regarding Procter&Gamble, for the consumers the brand images are with the products not the company. #brandchat

SirHendrix: short-term earnings and short-term mentions aren’t any criterions for the success of a brand. #brandchat

SirHendrix: cust xperience can undermine / reinforce brand image, but it’s not the same. preconceived opinions are stronger than xperience. #brandchat

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