A New Concept Of Branding?

Published: 11/6/2007 1:54:40 PM

I read a recent article in the Wall Street Journal about the changing concept of company branding in the online world.

The gist of the article was that with the fragmentation of searcher's entry into a company's web site, the concept of branding is being diluted since visitors simply see a slice of a company's website, and usually don't enter via the front page where the message is more tightly packaged and branded.

I tend to agree with the changing concept of brand, though for a different reason.  I believe that branding is now what your customers assign to your company, which is a result of the sum total of your company's actions, images, services and execution with your customers.

In other words, brand is no longer about promises per se - it is about what your company delivers to your customers and how those customers assign value to what you've delivered to them.  It is a more customer-centric notion - more bottom's up to use the WSJ article's terminology, rather than a top down imposition of brand.

What do you think?

Don Jones



Don Jones
CEO, VentureDeal

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