The Brand Gap – Book 13 of 50
Posted on 23rd October 2009, 1:30amI’m a long way from 50, but here’s book 13. Actually I’ve been reading a whole lot of other books, but just not taking notes! Heh.
I read this book in Dunkin Donuts yesterday, as I was trying to pass my time in KL Sentral. The Brand Gap
- A brand is not a logo, identity or product.
- Its a gut feeling people about a product, service or organization.
- Its what people say it is, not what you say it is.
- Brands build trust. People buy on trust when they are overwhelmed with choices.
- Trust = reliability + delight
- 5 ways to measure brand value = price premium, customer preference, replacement cost, stock price, future earnings.
- Brands get more people to buy more stuff, for more years and a higher price.
- Charismatic brand – people will think that there are no substitutes.
- Differentiate – Focus Focus Focus! Who are you? What do you do? Why does it matter?
- Stay away from ill-considered brand extensions to chase short term profits.
- Collaborate to build a brand.
- Deep insights come from deep experience.
- Innovate – execute!
- An idea is innovative when it scares the hell out of everybody.
- Have great graphics – icons or avartars, no logos.
- Package your products and websites well. Focus.
- Too many websites are bloated with irrelevant information.
- Perform cheap, quick and dirty tests!
- Swap test – for trademarks
- If you cover the logo and people cannot tell which brand it is, the brand’s voice is not distinctive.
- Your audience need to be able to verbalise your concept.
- Once you have differentiated, collaborated, innovated and validated – distribute your brand!
Some of these points really struck me – especially the part on differentiating a brand by focus, asking myself “Who are you? What do you do? Why does it matter?”… I realise as I sometimes try too hard to “get the deal”, so much so that I have diluted my focus.