Comments on: If your brand was a person /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/ Web Liquid provides return on investment focused consulting and online marketing for some of the world most recongnised brands. Wed, 18 Aug 2010 13:25:08 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Mathew Vattolil /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/comment-page-1/#comment-636 Mathew Vattolil Sat, 22 Sep 2007 05:54:33 +0000 /blog/opinions/talking-branding-if-your-brand-was-a-person%e2%80%a6/#comment-636 <p>Hello Mr. Steve,</p> <p>A very interesting observation, that we see around us everyday. Now, why did the family that came with Easyjet choose Easyjet? Was it because of the brand? I doubt it. They have clearly stated that they do not prefer that brand for the sake of it. Rather, they chose it because ‘it was very cheap’. So there is no comparison. However, think of another scenario where one makes an intelligent choice of Easyjet, taking into consideration the value for money expended for their travel with BA and Easyjet. It doesn’t mean that they need to choose Easyjet each time, but chose the airline this time, based on a careful study of both proposals. Would that person then be ashamed to accept they came with Easyjet? Or proudly say, the EasyJet offer was better than BA and they were good to catch up on that? Would the other family then hastily retreat from a friendship, which they would have valued otherwise?</p> <p>The answers to these questions would decide whether brands make a consumer make a choice of interaction with others. </p> <p>Mathew</p> Hello Mr. Steve,

A very interesting observation, that we see around us everyday. Now, why did the family that came with Easyjet choose Easyjet? Was it because of the brand? I doubt it. They have clearly stated that they do not prefer that brand for the sake of it. Rather, they chose it because ‘it was very cheap’. So there is no comparison. However, think of another scenario where one makes an intelligent choice of Easyjet, taking into consideration the value for money expended for their travel with BA and Easyjet. It doesn’t mean that they need to choose Easyjet each time, but chose the airline this time, based on a careful study of both proposals. Would that person then be ashamed to accept they came with Easyjet? Or proudly say, the EasyJet offer was better than BA and they were good to catch up on that? Would the other family then hastily retreat from a friendship, which they would have valued otherwise?

The answers to these questions would decide whether brands make a consumer make a choice of interaction with others.

Mathew

]]> By: Steve Mulholland /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/comment-page-1/#comment-565 Steve Mulholland Thu, 13 Sep 2007 00:40:21 +0000 /blog/opinions/talking-branding-if-your-brand-was-a-person%e2%80%a6/#comment-565 Alain, i witnessed something on my lovely daily trip to London from gatwick the other day. There were two families who struck a conversation up. It started very well because they both travelled from France. Luckly they spoke English, which was good for me, because as you know, my knowledge of the language is not so good... well pretty shite actually ). But what i overheard was facinating. They all spoke of why they were in the UK, what they do in their homeland, even politics reared its ugly head. But as we passed Clapham Junction a question came out. "So, who did you fly with?" The reply came with a certain sense of embaressment. "Easyjet, it was very cheap" "Oh, we came with BA" I then saw how brands live within consumers. The conversation then turned to a very awkward goodbye. I should have documented the scene but my T-Mobile MDA is as shite as my French. ;o) I think brands make a consumer make a choice of interaction with others. Maybe? Alain, i witnessed something on my lovely daily trip to London from gatwick the other day.
There were two families who struck a conversation up. It started very well because they both travelled from France. Luckly they spoke English, which was good for me, because as you know, my knowledge of the language is not so good… well pretty shite actually ).
But what i overheard was facinating. They all spoke of why they were in the UK, what they do in their homeland, even politics reared its ugly head. But as we passed Clapham Junction a question came out. “So, who did you fly with?” The reply came with a certain sense of embaressment. “Easyjet, it was very cheap”
“Oh, we came with BA”
I then saw how brands live within consumers. The conversation then turned to a very awkward goodbye.
I should have documented the scene but my T-Mobile MDA is as shite as my French. ;o)

I think brands make a consumer make a choice of interaction with others.

Maybe?

]]> By: Alain Portmann /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/comment-page-1/#comment-516 Alain Portmann Wed, 05 Sep 2007 12:49:35 +0000 /blog/opinions/talking-branding-if-your-brand-was-a-person%e2%80%a6/#comment-516 Steve, Very interesting question... Without delving too much into the psychology of brands, I believe it is both. At a conscious level consumers will associate a brand with a physical attribute, individual or icon. At an unconscious level they will seek a brand that reaffirms and enhances their values, self-image and desires. Having said that, does tapping into consumers' unconscious immediately equate into preference for that brand? Steve,

Very interesting question…

Without delving too much into the psychology of brands, I believe it is both. At a conscious level consumers will associate a brand with a physical attribute, individual or icon. At an unconscious level they will seek a brand that reaffirms and enhances their values, self-image and desires.

Having said that, does tapping into consumers’ unconscious immediately equate into preference for that brand?

]]> By: Amy Madsen /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/comment-page-1/#comment-508 Amy Madsen Wed, 05 Sep 2007 01:14:02 +0000 /blog/opinions/talking-branding-if-your-brand-was-a-person%e2%80%a6/#comment-508 Thanks for an interesting read. If any of your readers are interested in learning more about Net Promoter®, here is a link to the official Net Promoter website for blogs, discussion forum, info, job posts, and more: http://www.netpromoter.com Net Promoter is a registered trademark of Satmetrix Systems, Bain & Company, and Fred Reichheld. Thanks for an interesting read. If any of your readers are interested in learning more about Net Promoter®, here is a link to the official Net Promoter website for blogs, discussion forum, info, job posts, and more:

http://www.netpromoter.com

Net Promoter is a registered trademark of Satmetrix Systems, Bain & Company, and Fred Reichheld.

]]> By: Steve Mulholland /blog/knowledge/talking-branding-if-your-brand-was-a-person%e2%80%a6/comment-page-1/#comment-506 Steve Mulholland Tue, 04 Sep 2007 22:22:56 +0000 /blog/opinions/talking-branding-if-your-brand-was-a-person%e2%80%a6/#comment-506 <p>When a brand engages with consumers do they think of people behind the brand or do they think of people they know personaly?</p> <p>Virgin Atlantic for instance, do consumers think of Mr Branson or do they associate the brand with themselves?</p> <p>x</p> When a brand engages with consumers do they think of people behind the brand or do they think of people they know personaly?

Virgin Atlantic for instance, do consumers think of Mr Branson or do they associate the brand with themselves?

x

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