http://blog.pyramid.se/2009/11/is-a-brand-really-a-promise/ Väl genomtänkta, analyserande inlägg samsas med spontana och korta betraktelser - så ska en riktig blogg se ut! Och ingen blogg utan riktigt vassa kommentarer från läsaren - det vill säga dig! Wed, 04 Jan 2012 13:38:51 +0100 http://wordpress.org/?v=abc hourly 1 http://blog.pyramid.se/2009/11/is-a-brand-really-a-promise/comment-page-1/#comment-18685 Krassimir Alexiev Mon, 20 Jun 2011 13:40:07 +0000 http://blog.pyramid.se/?p=655#comment-18685 Thank you Micco for an excellent discussion. I completely agree with all your arguments. I would also like to add some further argumentation that might strengthen this masterpiece of yours. A brand is NOT a promise although many companies would love their brands to be a one. Perhaps in some (rare !) cases it’s true. I personally think that it actually never is. The thrill to play God (if you believe in The Almighty) is compelling but not easy to achieve. The brand is expectations (emotions) – what we expect from a company and more importantly, how the company performs to fulfill our expectations. Or with other words our mental apprehension/perception of a product – with some aspects that a company can influence but others cannot. If I may ‘borrow’ a term from the travel industry – it’s not separate features or benefits (even the unique ones) but rather the whole experience from a product (a goods, service etc.). It’s in the human nature to thrive for experiences. An interesting book touching some of these aspect, although not directly, is “Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships” by Charles H. Green. Thank you Micco for an excellent discussion. I completely agree with all your arguments. I would also like to add some further argumentation that might strengthen this masterpiece of yours.
A brand is NOT a promise although many companies would love their brands to be a one. Perhaps in some (rare !) cases it’s true. I personally think that it actually never is. The thrill to play God (if you believe in The Almighty) is compelling but not easy to achieve.
The brand is expectations (emotions) – what we expect from a company and more importantly, how the company performs to fulfill our expectations. Or with other words our mental apprehension/perception of a product – with some aspects that a company can influence but others cannot. If I may ‘borrow’ a term from the travel industry – it’s not separate features or benefits (even the unique ones) but rather the whole experience from a product (a goods, service etc.). It’s in the human nature to thrive for experiences.
An interesting book touching some of these aspect, although not directly, is “Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships” by Charles H. Green.

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