Just found this very insightful blog post:
What's billed as "branding" is often little more than unified graphic design. But you rarely hear an agency executive say that, for one simple reason: It doesn't make financial sense.
A "unified graphics effort" may produce $10,000 in agency fees. But deliver the same work and call it a "branding initiative" and it could pay $100,000 or more.
Real brand-building involves much more than graphics.
It's the product. Service. Guarantee. Employees. Customers. Stores. Offices. Values. Culture. Charitable giving. And yes, advertising.
I very much agree. The article continues here.
The book Positioning by Jack Trout does an excellent job of explaining what should be meant by anyone that says 'branding'.
Originally posted 2009-01-13 20:27:42.
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