http://www.strategycentral.org/2008/02/the-decaying-value-of-brands.html Where Strategy and Purpose Collide Sat, 13 Aug 2011 19:07:32 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.strategycentral.org/2008/02/the-decaying-value-of-brands.html/comment-page-1#comment-138 Mark Howell Tue, 26 Feb 2008 21:07:52 +0000 http://www.gettingtothere.com/strategycentral/2008/02/the-decaying-value-of-brands.html#comment-138 Mike, I figured you'd have a good way of interpreting the concept! The difference between broadcast marketing and narrowcast. Very helpful. Thanks Mike! mark Mike, I figured you’d have a good way of interpreting the concept! The difference between broadcast marketing and narrowcast. Very helpful. Thanks Mike!
mark

]]> http://www.strategycentral.org/2008/02/the-decaying-value-of-brands.html/comment-page-1#comment-137 Mike Wagner Tue, 26 Feb 2008 19:21:29 +0000 http://www.gettingtothere.com/strategycentral/2008/02/the-decaying-value-of-brands.html#comment-137 Thanks for the heads up on the Harvard Business Online (HBO!) article. Will be checking it out. At first blush I would say that "cheap interaction" is moving us off a definition of branding formed by the broadcast model. The broadcast model led to a focus on IMAGE branding. That's why logos and slogans meant so much. With narrowcasting I'd say were moving to something like PERFORMANCE branding. Now to focus has to be on how a brand performs in the moment of truth when customer meets company...or more accurately, meets company representative. Businesses are just abstractions. It's the people and the experience they create that communicates the brand. Fun times. Thanks for stirring the pot! Keep creating, Mike Thanks for the heads up on the Harvard Business Online (HBO!) article. Will be checking it out.
At first blush I would say that “cheap interaction” is moving us off a definition of branding formed by the broadcast model.
The broadcast model led to a focus on IMAGE branding. That’s why logos and slogans meant so much.
With narrowcasting I’d say were moving to something like PERFORMANCE branding.
Now to focus has to be on how a brand performs in the moment of truth when customer meets company…or more accurately, meets company representative. Businesses are just abstractions. It’s the people and the experience they create that communicates the brand.
Fun times. Thanks for stirring the pot!
Keep creating,
Mike

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