Comments on: The 12 Principles of Brand Strategy

By: Eric Tsai

Eric Tsai — Sun, 25 Jul 2010 04:10:55 +0000

Mopar,
exactly, club is essentially a community of people with similar interest. A common ground to connect is always what we try to do when we first meet others. Dropping hints about what we think we’re like, hoping to find the dots to connect.

Ben,
It is important to keep an eye out on your competitors but it’s not a competitive edge.

By: Ben@web design agency

Ben@web design agency — Sun, 04 Jul 2010 01:00:14 +0000

Great list. very textbook and comprehensive. I really like the enemies part, and why it is important to keep them in your strategy.
Ben@web design agency´s last blog ..What does Search Engine Optimization have to do with Advertising

By: Mopar

Mopar — Fri, 21 May 2010 01:51:34 +0000

Your right. Car club members typically look to their brand first. I see this all the time with Mopar lovers, Cadillac lovers, etc. I am in a number of car clubs and see this first hand all the time.
Mopar´s last blog ..70 dart fan shroud

By: The best marketing links on the web right now | Creative Development

The best marketing links on the web right now | Creative Development — Sat, 27 Feb 2010 01:01:30 +0000

[...] 12 Principals of Branding [...]

By: Eric Tsai

Eric Tsai — Sat, 17 Oct 2009 05:36:34 +0000

Polprav,
yes, just follow the creative commons rule.

By: Polprav

Polprav — Fri, 16 Oct 2009 15:17:19 +0000

Hello from Russia!
Can I quote a post in your blog with the link to you?

By: Eric Tsai

Eric Tsai — Mon, 07 Sep 2009 19:58:49 +0000

Kaylee,
Different brand serves different purpose regardless of personal or business. They can be reverse as well depending on which one has more influence. It’s one of the methods to differentiate and keep the brand at the top of mind.

Richard,
Brands that wants to start out should incorporate a pre-defined goal. In your case of Mercedes, it’s already defined in #1 then the name is less relevant. It really comes down to having a strategy behind what you offer – Obama isn’t exactly the best name to campaign with and what kind of a name is Red Bull? If you define your strategy, you can make things happen but you should have a business model unless you’ve got money to burn.

Sandra,
Differentiate is part of consistency #3 and stay flexible #7. Think about brand tag lines or slogans that you can remember – they usually don’t change especially the premium brands. Then think about the commercials, ads and images they put out, they always change – to stay with time and relevance. There is a fine line between differentiate and confusing your audience with your message.

By: Sandra Sellani

Sandra Sellani — Sun, 06 Sep 2009 05:31:26 +0000

This is excellent. If every company and individual lived by these rules, they would flourish. I have another one, or maybe it just underscores what you’ve already said. “Differentiate, differentiate, differentiate.” Everyone sells commodities until they prove themselves to be brand with a relevant point of differentiaton. Without this you will not be able to susstain a higher price for your services or a competitive advantage in the marketplace. Thanks for a great piece.

By: Richard Jacob

Richard Jacob — Sat, 05 Sep 2009 04:40:06 +0000

Hi, Your 12 principles are quite neat except for Principle NO. 2. Your examples reflect “brands” built. What about people who want to “start out”. Take the situation of Mercedes. It was Diamler’s daughter’s name. He just chose to believe in it and build it. Therefore my view is the “Brand Belief” is a choice and the Business model could work in any industry.
Do think about it.

By: Kaylee

Kaylee — Fri, 04 Sep 2009 13:02:39 +0000

Shoud I build a personal brand or a business brand ?It’s really a big question buzzing ,esp.in the social media world.

A recent film project ”The YES Movie ”I watched , some entrepreneurs also discussing this topic, quite interesting.
http://www.TheYESmovie.com produced by Louis Lautman