Comments on Rob Frankel - Branding Expert: The Bernie Madoff of Brands

Technically and LOGICALLY speaking, Branding IS a ...

2009-04-24T08:44:00.000-07:00

Technically and LOGICALLY speaking, Branding IS a process. If you can read the work "ing" in "Branding", that means it's a process. You may want to grab a dictionary for that.

It is a process to achieve integrity and credibility. Two primarily things that the prospects is looking for.

Yes. Branding is dealing with PERCEPTION. And one major factor to stimulate perception is visual designs. Through visual communication, customer may perceive in an instance, the image that a company wants to impress.

Visual is only suggestive thus it requires to be proved using strategy to meet expectations.

Visible and Invisible Branding goes hand in hand. The key is to balance these two elements to achieve a successful branding.

Just like a good concept is nothing if not implemented well or a body is nothing without the spirit.

Expectation (visual) = Experience (emotional).

Well, the first thing you may want to do is re-rea...

2009-04-24T07:58:00.000-07:00

Well, the first thing you may want to do is re-read my definition of branding, which is how it's "getting your prospects to perceive yours as the only solution to their problem.

That doesn't mean it is the only solution to their problem. It means to them, no other alternative will suffice.

Branding is also not a process. It's a defined, strategic plan that requires leadership. Unfortunately, those who can't connect the dots from "brand" to "the bottom line" also tend to pander to the public instead of setting the public's expectations.

For design to succeed, it merely has to communicate the brand strategy through visual means. Without the brand strategy, there can be no effective design, as companies like Landor and Arnell consistently show us.

Design (Visual) is part of "Branding" process. Bra...

2009-04-24T07:41:00.000-07:00

Design (Visual) is part of "Branding" process. Branding is a process. It is not done in an instance and must take some time to be tested. There's NO "only solution" thing since the market is constantly changing, evolving, and adopting itself. So to address each problem that's sprouting from the market, a certain study is necessary to develop a certain process or solution to a certain problem. Part of that certain solution is branding through visual communication or what many think as DESIGN (The word design is a broad term but usually associated to visual art or graphics). The main goal of branding is to collect trust from its audience and branding comes in two form. We have the INVINSIBLE branding and the other is VISIBLE branding. Visual Design goes under the VISUAL Branding since it communicates to gain trust through visual medium. On the other hand Experiential Design goes under the INVINSIBLE Branding since it communicates to gain trust directly through feeling and emotion.

I think if we just know these things about BRANDING, there should be no place for this discussion.

Okay. First thing we do is get Pepsi, Tropicana, ...

2009-03-19T13:03:00.000-07:00

Okay. First thing we do is get Pepsi, Tropicana, the GAP, Gatorade and the SciFi Channel to call.

LEAVE THE REST TO ME! :D

Rob-Let's do a "the ONLY solution to their problem...

2009-03-19T12:29:00.000-07:00

Rob-
Let's do a "the ONLY solution to their problems"
case study from the prospect's perspective?

Tunde
http://www.TundeOnMarketing.com

Wow, I feel like I really missed out, you know, no...

2009-03-16T15:07:00.000-07:00

Wow, I feel like I really missed out, you know, not getting the symbolism of the squeeze cap when opening cartons of o.j.

I actually did think the cartons were nice looking, if a tad sterile. But then I like minimalism and know that Tropicana doesn't taste much like freshly squeezed orange juice.

Actually, you have seen a few if you've been to my...

2009-03-14T21:36:00.000-07:00

Actually, you have seen a few if you've been to my site. It's likely they may not appear to you to be "the only solution" because you may not be among the target audience to whom the brand was presented.

That happens a lot. Most companies forget that their market is not global, and that their brand need only be perceived as "the only solution" to the prospects within their environment.

Rob, I've been a fan of your position on branding ...

2009-03-14T19:33:00.000-07:00

Rob, I've been a fan of your position on branding for a long time. I agree that most of what passes as branding is NOT. I was on your email list during the web1.0 days. I was there when you started i-legions. I even participated in your own Frankel community.
I've seen the case studies on your site. What I have NOT seen is an instance of how you positioned a product/service/company in the mind of prospects as "the ONLY solution to their problems"

Like it says at the top of each blog post, I encou...

2009-03-12T14:52:00.000-07:00

Like it says at the top of each blog post, I encourage as many people as would like to respond to my posts. It's just that blog spam is a major issue, so all I ask is that you register (one time) to post.

As for editing or censoring, if you know anything at all about me, that's totally not what I'm about. As long as it's somewhat intelligent, not stupid or hate-driven, I've got no problem publishing whatever opinion you have.

I didn't realize before that you had enabled conte...

2009-03-12T13:59:00.000-07:00

I didn't realize before that you had enabled content moderation. Don't you think it's a touch disingenuous to create blog as a way to encourage substitutive debate surrounding branding and then not allow other opinions.

Assuming your POV is always correct is a fine way to roll, after all who wouldn't consider their own opinion above others. But to not be willing to tolerate others is another thing entirely. I encourage you post all opinions, not just your own.

Forgive me if your site just doesn't elicit many comments and your not censoring them.