Saturday, December 12, 2009

BRANDING THE NAME

Brand Perceptions


Any successful brand is successful by standing for something in the mind. Changing what you stand for is almost impossible unless you don’t stand for anything at all. A brand that stands for something in the mind is a brand that is forever locked into its position.

In the cemetery of failed launches are thousands of products like Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste, Coca-Cola clothes, etc. These products didn’t fail in the marketplace, they failed in the mind. They tried to stand for something that didn’t fit the prospects perceptions about the brands.

It means Mind first, market second. You can’t short-circuit the process by taking a good product to market to demonstrate its superior performance and then, in the process, changing perceptions in the mind.

Marketing is a game of perceptions. The perception is the reality. Start with the mind of the prospect and figure out a way to deal with those perceptions, even if those perceptions are negative.

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