Energy and excitment abound in #brandchat (a weekly chat via Twitter – all about branding)!  Is branding marketing, advertising, positional…what? Is it only for promotional purposes?

We covered this, best resources and more!

Here’s the recap….

Q1: What is UR recommended reading list about strategic branding? Pls. share.

McCourtRealtor: My favorite book is “Personality Not Included”. The importance of ppl’s personalities + association w/the company brand. #brandchat

DavidSandusky: Q1 best brand reads: “Four Steps to Epiphany” Steven Blank about product launch process #brandchat

IMAGEidentity: Besides my own book. LOL I am partial to the classic A New Brand World by Scott Bedbury #brandchat

DrFernKazlow: Q! The branding book I recommend the most is @brandingexpert The Revenge of Brand X #brandchat

DavidSandusky: Q1 Best Brand reads: Richard Branson “Business Stripped Bare” about brand and delivery #brandchat

jemcgrew: Q1: I like the book “Lipstick on a Pig”– Insightful from a PR perspective #brandchat

IMAGEidentity: Q1Brand Warfare by David D’Alessandro (This was the first branding book I read.) #brandchat

DavidSandusky: Q1 best brand reads: “Brand Hijack” mktg w/out mktg -Alex Wipperfurth #brandchat

jemcgrew: Q1: Full title: Lipstick on a Pig: Winning In the No-Spin Era by Someone Who Knows the Game by Torie Clarke #brandchat

DavidSandusky: Q1 best brand reads: “The Open Brand” Kelly Mooney #brandchat

andrewmueller: Q1 favorite books about strategic branding are “the Brand Gap and Zag” by Marty Neumeier #brandchat

DavidSandusky: Q1 my brand read (and other) choices can be found here: (expand) #brandchat

DrFernKazlow: Getting great summer reading on branding! After #brandchat – straight to Amazon!

pmarckworth: Q1 One of my favorites is Brand Driven by F Joseph LePla, Susan V Davis and Lynn M Parker #brandchat

DavidSandusky: many tell my my Strategic Career Plan is great for those planning lasting impression in career (expand) #brandchat

IMAGEidentity: Must read for getting your brand noticed Made to Stick: Why Some Ideas Survive and Others Die By Chip Heath, Dan Heath #brandchat

mariaduron: #brandchat Q1: Am curious 2 reach @garyvee ‘s Crush it. Is it out yet?

JointWinWin: RT @DrFernKazlow @IMAGEidentity: Must read for getting your brand noticed Made to Stick: Why Some Ideas Survive and Others Die #brandchat

andrewmueller: a book I am waiting for ” The Brandito Chronicles, the Collective Wisdom of Brandchatters” by Sandusky and Duran #brandchat

craigritchie: More book recos from #brandchat ters Brand Hijack, The Revenge Of Brand X, Brand Gap And Zag, Brand Driven, Brand Warfare, Made To Stick

Q2: Here’s a list of the ‘downside’ of branding Do you agree, disagree,have more 2 add 2 the list?

DavidSandusky: Q2 classic example of the difference between brand and marketing-no mrkt comm/PR can fix bad brand #brandchat

DrFernKazlow: Q2 When branding b/c fad – as discussed in article, not really branding. #brandchat

IMAGEidentity: Oh sorry! Q2 Agree comment #brandchat

jemcgrew: Q2: It does point out a valid point, the point of ur brand is recognition & differentiation from competition. We must control it #brandchat

brandchat: From article: Brands R wonderful assets when capture essence product, service,event succinctly,meaningfully,+w/endurance ovr time #brandchat

pmarckworth: Q2 A real brand – one that speaks from a conceptual foundation is more than “stick on a bulldog” #brandchat

McCourtRealtor: Q2: Agree completely w/this: Branding should start with an authenticity test. #brandchat

DrFernKazlow: @pmarckworth Yes – “stick on a bulldog” doesn’t capture the full essence of branding. #brandchat

McCourtRealtor: Q2: And like this 2: the search for slogans is a trendy quest. I am simply making a plea for authenticity. #brandchat

Yuricon: I’m not sure is see a downside in that article. I do see some random confusion. Maybe confused thinking is the downside. #brandchat

pmarckworth: Q2 LET ME TRY AGAIN: A real brand – one that speaks from a conceptual foundation is more than “LIPSTICK on a bulldog #brandchat

DrFernKazlow: @McCourtRealtor Kinda of sad that we have to preach authenticity in branding – but we do! #brandchat

IMAGEidentity: Authenticity is the key. #brandchat

jemcgrew: Q2: This article goes very well with the Torie Clarke book I mentioned earlier…Lipstick on a Pig #brandchat

McCourtRealtor: @DrFernKazlow Very sad! 2 many think it’s positioning, logos + labels + that’s it. #brandchat

IMAGEidentity: Q2 Without authenticity customers will mistrust any brand message and therefore the brand itself. #brandchat

DrFernKazlow: @brandchat Q2 Downside is tht branding has b/come current magic bullet 4 biz-w/out understanding what it is. #brandchat

Yuricon: The question has to be – why is “authenticity” so hard for some brands to grasp? #brandchat

pmarckworth: I think the trouble starts when believe that labels are the whole deal – that they don’t need deeper thought or meaning #brandchat

mariaduron: @IMAGEidentity I so agree w/U – authenticity is key + often overlooked for positioning #brandchat

brandchat: Rt @DrFernKazlow @brandchat Q2 Downside is tht branding has b/come current magic bullet 4 biz-w/out understanding what it is. #brandchat

DavidSandusky: @pmarckworth agree. creatives get into advertising. clever. cute. no brand strategy #brandchat

andrewmueller: @IMAGEidentity I would say that w/ descernable difference between message and experience creates mistrust of brand #brandchat

IMAGEidentity: Exactly RT @andrewmueller I would say that w/ descernable difference between message and experience creates mistrust of brand #brandchat

Q3: What R the top 4 branding limitations that you seen? Or identified with your company.

jemcgrew: Q3: When we say limitations are we saying political, cost or?? #brandchat

jemcgrew: Q3: I would say the one I see most is cost…or at least the perception that high cost = good brand/creative #brandchat

DavidSandusky: Q3 not delivering on brand promise-EVERY time #brandchat

mariaduron: RT @DrFernKazlow Q3 Branding is limited by lack of: understanding, authenticity, strategy, leadership + of course CONNECTION #brandchat

IMAGEidentity: @andrewmueller: Need to have both good cake and good frosting (message, and company culture to provide the proper experience) #brandchat

DavidSandusky: @jemcgrew the great thing about a great brand is marketing cost goes way down #brandchat

andrewmueller: Brand must be part of a companies culture not just messaging or promise #brandchat

jemcgrew: Q3: Limitation- No Brand awareness, then you have to re-evaluate your execution strategy. #brandchat

IMAGEidentity: Q3 Limitations: My clients is they want to have a good brand perception, but don’t want to put in effort to build an good brand. #brandchat

GetResults: Q3. Brand limits – static perception – brands are dynamic; control – whohas it; fixes – taking customer issues seriously. #brandchat

andrewmueller: Internal messaging, transparency and authenticity is as important to brand thier external counterparts- (helps shape culture) #brandchat

Yuricon: Q3 Allowing consumer perception to drive brand identity, lack of consistency, delusion and failure to admit failure. #brandchat

jemcgrew: Q3: A limitation of any brand is 2 solve all your problems. Poor mgmt can lead to the limitations of your brand to help u recover #brandchat

Yuricon: Delusion about branding is the worst – when a co insists they have good customer service, but r really infamous 4 crappy service. #brandchat

DrFernKazlow: @IMAGEidentity True of so many things – ppl want the results by magic. #brandchat

Q4: When does branding become shameless promotion?

DrFernKazlow: @mariaduron When it stops being branding. The marketing/branding confusion rears its head again! #brandchat

jemcgrew: Q4: Branding becomes shamless promotion when it is done without strategy and without care #brandchat

GetResults: @mariaduron doesn’t it start there – Here is “X” and we’re so proud. Living up to that comes next! #brandchat

jemcgrew: Q4: It is like Art, everyone knows a horrible piece of art, but good ones are harder to pin point. Same concept for brands #brandchat

DavidSandusky: Q4 those shamless promotions regularly is the brand. You know what to get. personal mrktg v personal brand #brandchat

brandchat: @GetResults Agreed! Living up to your brand, each + every time as @davidsandusky said is critical. #brandchat

DavidSandusky: @JEMcgrew brand new means no experience so communication cost will be up for a while until proven #brandchat

GetResults: @mariaduron all new product intros begin as shameless promotion – Proud parents. sometimes only mkt reaction brings reality. #brandchat

pmarckworth: Q4 shameless promotion is communication without a conceptual brand to give it heart #brandchat

GetResults: After hoopla of intro, brand gets down to interplay w market and real identity begins to emerge. #brandchat

BrandMyCareer: Are actors, singers, sport players, etc. considered as a brand model by default or there are criterias to pass? #brandchat

Pitch, Plugs, C2A, etc.

23Kazoos: To be successful, strive for “Brand Insistence” via @nidoqubein #brandchat

IMAGEidentity: Add my book to your summer reading list! MYOB: Mind Your Own Brand by Dave Lubelczyk available at AMAZON & #brandchat

jemcgrew: Pitch: Also, 4 U auto buffs- and look for my writings under Denver Classic Car Examiner. New cars @ #brandchat

IMAGEidentity: Also, post your must reads at a friend of mine’s site (expand) #brandchat

DrFernKazlow: Pitch: Get Bigger in Ur Biz & in Ur Life: Shatter Financial Limitations & maximize/monetize ur biz, brand, & SM. #brandchat

GetResults: PITCH – Helping you find creative solutions and growing your business. CALL 2 ACT – Call for free initial consult #brandchat

pmarckworth: Pitch: I create resonant, memorable brands that attract attention, engage interest and deliver on your promise. #brandchat

DrFernKazlow: Call to Action: GET BIGGER free strategy sessions starting this fall! DM for details. Please RT! Thanks! #brandchat

Yuricon: Pitch: I specialize in the “orphan drugs” of the niche world, microniches. Own the spaces where your audience lives. #brandchat

marketized: // Tweet Cloud for Luxury Brands >> (expand) + #branding + #brandchat + RT @socialmediamvns


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