#brandchat recap, Feb 3rd THEME: ALL ABOUT BRANDING

Posted: February 5, 2010 in brandchat recap, Twitter
Tags: , , , ,

It was all about branding with question one sparking a lot of discussion about marketing and branding.  Is it a chicken and egg scenario?  Is it marketing strategy and brand plan versus marketing and brand strategy?  Be sure to weigh in on the HOT TOPIC areas of the recap forum:  http://yourbrandplan.com/forum/brandchat

Q1:Which come first – marketing or branding?

correlationist: #brandchat Q1: marketing came first, because brands are built over time. First there has to be a product, then awareness, finally image ??

karenswim: Q1: B4 you can market, you have to have a clear & articulate brand message #brandchat

socialtality: Q1: Brand is born and then evolves according to marketing and interaction with customers #brandchat

MarketingMary: Marketing, the umbrella “M” word, is everything you do to build a brand and sales #brandchat

denverdogworks: RE: Q1 i think that brand should come first so you can market the brand #brandchat

neilmckenzphoto: Q1:Which come first – marketing or branding? I would say brand as it encompasses more than marketing. #brandchat

EF_Forbes: I think you have to understand your consumer/community expectations before you create a promise or expectation through branding #brandchat

denverdogworks: RE Q1: if you market first without brand how will people know who you are? #brandchat

MrWordsWorth: Q1: The brand should come first. Gives you something to market, and you refine by measuring your marketing. #brandchat

DavidSandusky: Q1 Brand. You must come to terms in what you stand for before you market #brandchat

neilmckenzphoto: Q1: @karenswim I see a lot of companies marketing without any clear & articulate brand message #brandchat

kikilitalien: Q1:Which come first – marketing or branding? I’m of the mind that branding should always come first #brandchat

MrktFrsh: Q1: BRANDING come first. MARKETING is the marketplace expression of ur Brand–permeates all media and communique. #brandchat

denvan: Q1 Branding is the engine. Marketing is the cupholders. (but maybe I’m biased). #brandchat

MarketingMary: Q1 Brand is association people have in their mind. Without actions (or inaction) how can customers form a perception? #brandchat

pmarckworth: Q1 your brand =who you are: person/product/company. Comes 1st &mkt.flows from it. Must understand & articulate your brand 1st #brandchat

MediaCollective: Branding sould come first, its your introduction to the party and first impression opportunity otw, your in sweat pants #brandchat

denverdogworks: RE Q1: You can market and advertize like crazy but if no one knows who you are what is the point? #brandchat

CathyWebSavvyPR: Q1 If have 2 choose, then marketing Strategy 1st, when ID cust./audience & what yr “selling”, then Branding, then mktg plan #brandchat

neilmckenzphoto: Q1: Brand is something you create or earn, marketing is something you do. #brandchat

MediaCollective: Q1 I guess theres no magic Brand-aid for that chicken or egg #brandchat

denverdogworks: RE Q1: there is a place that sells hamburgers…. There is another place that sells burgers with a clown! #brandchat

DavidSandusky: Q1 common mistake, sm biz eager to name a brand and tab w/logo. fun, but stands for nothing #brandchat

HuebnerPetersen: Before you can begin marketing you must establish a brand strategy & develop an identity (keys of BRANDING) #brandchat

andrewmueller: Q1 “Brand” is largely a result of Marketing, Product identity must be established before marketing is served #brandchat

MarketingMary: Q1 You may know what u stand for, target audience other promises, but only what customers perceive is true brand identity #brandchat

DavidSandusky: @MarketingMary true, but a great brand gets to lead perception by doing #brandchat

pmarckworth: Q1 @brandchat I agree it’s all marketing – different pieces that all need to be in place and tended #brandchat

CathyWebSavvyPR: Q1 Many of diffs. we are discussing come from definition of both terms – marketing vs marketing plan, branding vs bran ID? #brandchat

neilmckenzphoto: Q1: It funny that to mrktg folks its mrktg, to brand folks its brand – “To a hammer everything looks like a nail”? #brandchat

denvan: Q1: So are we agreed that branding is the chicken – and marketing the omlette? #brandchat

socialtality: Q1: Positiong and setting voice is art of branding. W/O positioning and voice, how does one market? #brandchat

DavidSandusky: Q1 is why I don’t like “ing” in brand. confuses what we do with a brand #brandchat

MikeBaltus: Doesn’t branding & mkting walk in a side by side formation simultaneously? #brandchat

pmarckworth: Q1 I think your brand is central and constant. Your message evolves based on strategy and audience. #brandchat

correlationist: #brandchat @brandchat – what is objective of asking Q1 ?? designing brand plans or mktg programs ??

JoeKikta: Dare I ask what everybody considers the difference between a Marketing Mgr and a Brand Mgr?…. #brandchat

DavidSandusky: Q1 I have never hired a marketing manager before a brand manager in product development #brandchat

MikeBaltus: brand is who you are as a company, mkting is you products your offering #brandchat

brandchat: Q1 but I have heard of marketing managers hiring brand managers #brandchat

neilmckenzphoto: Q1: @JoeKikta Sales are down,everyone is mad at the mrktg dept, time to bring in the “Brand” crew – “rebrand” #brandchat

livingforgiving: Q1 what came first? marketing or branding ~ answer: Brand, switchin ‘brand’ confuses customers & changes entire direction DO OVER #brandchat

GetResults: @brandchat Q1 – Brand intention is aspect of marketing. Once launched, brand evolves, influenced by mkting & cust acceptance. #brandchat

Q2: What brands are shining examples of branding done right + what ones are ‘losing’ at branding and why?

denverdogworks: RE Q2: Right: Levis Wrong: Tiger Woods #brandchat

socialtality: Q2:(drum roll plz) Apple-done right. IBM-just done? #brandchat

MrWordsWorth: Q2: I would say that NBC represents branding gone horribly wrong. NBC=nothing but clowns #brandchat

karenswim: Q2: Harley Davidson – brand done right #brandchat

DavidSandusky: Q2 Toyota had a great brand two weeks ago #brandchat

HuebnerPetersen: Q2: Well, of course, there’s Apple. Leading their category, innovating, providing consumers w/what they don’t even know they want #brandchat

jdojc: Toyota used to have branding done right. These days it’s struggling. #brandchat

MarketingMary: Q2 Target gets my vote year after year. Great positioning, consistency, authenticity, social responsibility=Credible brand #brandchat

neilmckenzphoto: Q2: My fav brand is DuffeyRoll in Denver. Once you have their cinnamon rolls you will become an evangelist. #brandchat

EF_Forbes: Definitely apple @socialtality. They created a true complete consumer experience with their brand. #brandchat

mariaduron: #brandchat Q2: Southwest, Zappos, Ford – right; AOL, Craigslist – wrong

jdojc: @mariaduron why Craigslist wrong? #brandchat

JoeKikta: @DavidSandusky Sounds good. I’ve seen them used interchangeably & I think branding & marketing so closely tied it matters little #brandchat

DavidSandusky: Q2 Apple, Southwest Airlines, Richard Branson, Zappos, #brandchat

socialtality: Q2:Apple focused on the user interaction – made “intuitive” foundation of brand experience. #brandchat

HuebnerPetersen: Q2: “Downward spiral”? Toyota (momentarily), not living up to customer expectations or delivering on brand promise. #brandchat

karenswim: Q2: Government – brand fail #brandchat

denverdogworks: RE Q2: I dont think Craigslist is wrong just how people use it. It is actually a great concept #brandchat

denvan: Q2 Apple is an obvious one. But I think they may be starting to let success dull their edge. #brandchat

EF_Forbes: Yahoo is certainly trying…They have completely rebranded and really made a big push with marketing #brandchat

socialtality: Q2: Toyota has a watershed opportunity to address concerns and make brand even stronger #brandchat

denverdogworks: RE Q2: Dominos is a good example of brand gone horribly wrong and now they are trying to change it. #brandchat

MediaCollective: Good brand,,,Trader Joe’s needs help brand,,, Toyota #brandchat

Verilliance: Interesting study I read this morning also about how brands that are online have more recognition and loyalty. #brandchat

CathyWebSavvyPR: Q2 Brands done well include apple, but they don;t really engage in social media well. long story. cd be sooo much stronger #brandchat

EF_Forbes: Whole Foods. Pretty incredible what they have done with branding. #brandchat

GetResults: Q2 – Tylenol is having an Anacin moment. Their response will either steel their brand, or they’ll have a long, painful, recovery. #brandchat

denvan: IKEA is always up there as a brand doing it right. #brandchat

karenswim: Q2: Sharpie and Dunkin Donuts – brands that get it right #brandchat

denvan: Zappos.com is an end-to-end brand promise-to-delivery success. If they can survive Amazon. #brandchat

correlationist: True. Probably because frugality of consumers in this enviro has redefined “value”. So Hyundai, Kia gain share @jdojc #brandchat

CathyWebSavvyPR: @EF_Forbes Yahoo may be an example of branding/marketin put before strategy. #brandchat

karenswim: Q2: Can’t ignore Starbucks for brand confusion #brandchat

Verilliance: Yahoo is using neuromarketing to help with brand repositioning #brandchat

correlationist: Agree!! Have you seen their SM engagement for a new store opening. @denvan IKEA is always up there as a brand doing it right. #brandchat

CathyWebSavvyPR: Q2/Q3 AT&T has done a pretty good branding turnaround (iPhone helped lots) #brandchat

AndrewDando: RE Q2: Springbok rugby team, Virgin gyms, Dunhill has just performed a great rebrand of its South african cigarettes #brandchat

livingforgiving: Q2 Brands done right? A: Levi Strauss … seemed like every1 owned a pair ~ Done wrong? Kodak – they fired their research dept #brandchat

evldesign: @brandchat A company branding right is JetBlue, tough industry at this time and they have high customer service marks. #brandchat

Q3: How do you save a brand on a downhill spiral?

denverdogworks: RE Q3: Good crisis PR plan! #brandchat

jdojc: Brand resiliency is important but these days, the company behind the brand needs to be resilient as well. #brandchat

socialtality: Q3: Save a brand from down spiral? Reassess your customers needs through careful research/monitoring and adjust and address #brandchat

EF_Forbes: Q3. If we take the dominos example, you listen and react instead of trying to blindly push ahead #brandchat

neilmckenzphoto: Q3: How do you save a brand on a downhill spiral? Hire a new agency and change the logo? Get new management! #brandchat

DavidSandusky: Q3 make sure all (sales/mktg/ops/HR…) remember brand values and work as ONE #brandchat

jdojc: Q3: A mea culpa followed by a very good action plan to redress issues #brandchat

gavangibson: brands like Apple, Zappos are reinforcing that #designthinking is the cornerstone of successful products and services. #brandchat

Verilliance: As for the Ipad…I don’t think it is underwhelming at all. The simplicity of the user experience is what nails it. #brandchat

wileyccoyote: RE: Q3, establish a killer #PR campaign w real customer testimonials and famous peeps or toss around the thought of rebranding #brandchat

Worob: Q3 Listen first. research. pinpoint where the issues lie. then take action #brandchat

Verilliance: This is what Apple does well…making tools that get “out of the way” of what we’re trying to do. #brandchat

MediaCollective: Q3 first listen, re-evaluate policy, product or issue, make a valid change then re-engage audience with truthful solution/change #brandchat

denverdogworks: RE Q3: I think we should ask the Obama team what they are going to do regarding question 3. #brandchat

CathyWebSavvyPR: Q3 Save a downward brand spiral w/ short term quick, but well-planned action. Then reassess &retool mrktg strategy #brandchat

karenswim: Q3: Identify source of spiral – internal? external? refocus, resolve #brandchat

EF_Forbes: Seems like listen is key point in saving brand So,shouldnt it be a key point in any branding?In construction of as well as fixing #brandchat

MrWordsWorth: Q3: downward spiral: you need to engage the consumers, see where the issues are, make changes, go back to them. Keep repeating. #brandchat

HuebnerPetersen: Q3 My thoughts exactly RT @wileyccoyote: Getting back to the core. What’s your brand platform, core identity, brand promise, etc? #brandchat

Worob: Q3 evaluate past initiatives and see what’s worked/what hasn’t. that’s the first step. #brandchat

jdojc: Q3: Check to see if you’re still relevant #brandchat

denvan: IMO Dominos went too far in dissing their old product. Colbert nailed them on this. #brandchat

pmarckworth: Q3 understanding core, listening and responsiveness may be things that keep brand from downward spiral in the first place #brandchat

neilmckenzphoto: Q3: @wileyccoyte – what if the core is rotten? #brandchat

Verilliance: Number one priority in brand resiliency: meet your audience where they are. #brandchat

Worob: Q3 don’t be something you’re not. dont launch a twitter campaign, for example, unless it makes sense. #brandchat

andrewmueller: Q3 Strong brands don’t have downward spirals, they have problem events they must react to in a way that exemplifies their values #brandchat

MarketingMary: Q3 Keep brand from downward spiral in first place with lots of sould-searching vs bonuses & accolades #brandchat

andrewmueller: Q3 toyota and the sticky accelerators is a good example, will be interesting to see how they react #brandchat

HuebnerPetersen: @EF_Forbes Agreed, change is often required, but 1st step is assessment/evaluation of core values, what your brand set out to do #brandchat

denvan: Q3 McDonalds has done pretty well at pulling out of spirals in the last few years by focusing on core promises. #brandchat

denvan: Q3. Starbucks is wrestling with this. CEO has gone back to basics in retail stares. But then he did that VIA thing… #brandchat

MediaCollective: Q3 good question, Pair larger than lifer’s with other key company players / share the light , if goal is to b more we vs. me #brandchat

livingforgiving: Q3: save a downhill spiral? A: fluid growth ahead of your target market Know ur customer base Know whats hot & whats not #brandchat

andrewmueller: Q3 so it appears that if an event can spiral, then best management is to get back to basics of the brand values and live by them #brandchat

Q4: When a company hires someone with a strong personal brand, how do you incorporate their brand without overshadowing company brand?

kikilitalien: Q4: When company hires some1 w/a strong personal brand or rep, how do u incorporate their brand w/o overshadowing company brand? #brandchat

MediaCollective: Q4: When company hires some1 w/a strong personal brand or rep, how do u inc their brand w/o overshadowing company brand? #brandchat

denverdogworks: RE Q4: incorporate that brand into your marketing efforts. You hear it all the time when so and so gets hired as a CEO etc. #brandchat

pmarckworth: Q4 good brand focus on meeting the needs of their best customers rather than pushing a product. keeps the core from rotting. #brandchat

karenswim: Q4: If you have hired correctly, personal brand will align w/co brand & culture so will not overshadow but enhance #brandchat

MarketingMary: Q4 When hiring a strong personal brand be sure it is in alignment with co brand=synergy #brandchat

neilmckenzphoto: Q4: I would hire as many people with strong personal brands as I could – just need to make sure they are working for me. #brandchat

denverdogworks: RE Q4: Shall we say Press Release! #brandchat

socialtality: Q4: Someone get Chris Brogan on the line . . . #brandchat

Verilliance: “digital consumers have stronger relationships with brands”. Not much info though. 😦 http://bit.ly/97UHap (expand) #brandchat

DavidSandusky: Q4 strong personal brand/reputation should alway enhance, not overshadow company #brandchat

karimacatherine: Q4: this is sthing that needs to strategized as their pesonal brand might be one of the reason why you are hiring them. #brandchat

EF_Forbes: q4 you harness the reach and influence of their personal brand instead of trying to take it over #brandchat

wileyccoyote: RE: Q4,I think it’s a win-win.If strong pers brand has strong following,hopefully that carries over into increased trust of brand #brandchat

correlationist: #brandchat – Q4. Personal branding is the KEY!! Everybody will need to have a personal brand, not just the CEO. Everybody.

denvan: Q4 Hire for the ability to shine light on the brand. Not upstage it. #brandchat

MarketingMary: Q4 Strong personal brands + compatible company brand=sum greater than individual parts #brandchat

andrewmueller: Q4 it is not a competition personal band is lent to the company and vice versa, they must be complimentary #brandchat

Pitch, Plugs, C2A, etc.

Worob: Gotta run. great insight. Looking fwd to next chat! Pls checkout my PR at Sunrise blog – worob.com #brandchat

brandchat: Next week’s THEME: SMALL BUSINESS BRANDING. Post Ur idea for ?s/topic around that theme here: http://facebook.com/brandbuzz #brandchat

DavidSandusky: #brandchat hot topics now posted. Post your articles, resources and bring on your thoughts http://budurl.com/q48j http://bit.ly/amCDID (expand)

DavidSandusky: Your Brand Lives in a Virtual World http://bit.ly/aXz8DR (expand) by #brandchat original @neilmckenzphoto

HuebnerPetersen: A continuous & strategic investment in branding creates resiliency. Example: Toyota http://bit.ly/bkYSrC (expand) (Inspired by #brandchat)


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