Transcript of Frankel's Free Clinic March 18, 2002

Jacque ( (3/18/2002 9:00 AM): Hiya Rob!

weber emperorsherbologist.ocm (3/18/2002 9:00 AM): Entered the room.

Rob Frankel ( (3/18/2002 9:00 AM): Yes friends, it's that time again....How's everyone doing today? What's up on this fine Monday?

MarleneJ( (3/18/2002 9:01 AM): Happy Monday all

Jonathan Cohen ( (3/18/2002 9:01 AM): hi Rob

weber emperorsherbologist.ocm (3/18/2002 9:01 AM): Hi Rob, Del

Tamra ( (3/18/2002 9:01 AM): Entered the room.

Jonathan Cohen ( (3/18/2002 9:01 AM): [Jacque - will do]

John Charlesworth ( Professional Web Tracking) (3/18/2002 9:02 AM): Entered the room.

Elizabeth (3/18/2002 9:02 AM): Entered the room.

MarleneJ( (3/18/2002 9:02 AM): Oh Rob how did that interview turn out? Has it aired yet?

Rob Frankel ( (3/18/2002 9:02 AM): Who's up first today? Anyone new or lurking? I know you're out there...I can hear you breathing.

Jacque ( (3/18/2002 9:03 AM): <---just lurking

Rob Frankel ( (3/18/2002 9:03 AM): Marlene, thanks for asking. The interview on National Public Radio went very well and very fast. Shows you the power of media: after a five minute interview, 20 books sold online!

Jacque ( (3/18/2002 9:04 AM): Rob, was it a phone interview?

Rob Frankel ( (3/18/2002 9:04 AM): It's absolutely amazing what a little exposure can do....believe me, offline media is still huge! This month, Redbook features a mention of and it has increased our usage 20x....we also have a mention in this week

Rob Frankel ( (3/18/2002 9:05 AM): Yes, phone interview....

MarleneJ( (3/18/2002 9:05 AM): About a month ago, Tavis Smiley was on cspan and there had been an article Brand Yourself about him - when would one want to brand themselves as opposed to their business? Rob you sort of Brand yourself with your books right?

Rob Frankel ( (3/18/2002 9:05 AM): We also have a mention for PillowMail in this week's U.S. News and World Report

Jacque ( (3/18/2002 9:05 AM): That's good news, Rob...I am scheduled to do a radio interview this week

Rob Frankel ( (3/18/2002 9:06 AM): Marlene, this is one of the most-frequently asked questions I get. IT all depends. If you're a consultant whose biz is focused on your own abilities, then branding yourself is critical. You have to the THE dude.

weber emperorsherbologist.ocm (3/18/2002 9:06 AM): ROB, did those interviews result in the service you belong to offered on FrankelBees?

Rob Frankel ( (3/18/2002 9:07 AM): On the other hand, if you're growing a business -- especially one that you want to sell eventually -- you're smarter to brand the business and make yourself less of a critical component.

Jacque ( (3/18/2002 9:08 AM): Marlene, what I found is the more personal I make my pitch, the more likely it is that the media will pick it up for a story

Rob Frankel ( (3/18/2002 9:08 AM): Weber, if you mean the PR lead service, I really don't know. This was not a direct result of that this time. But that service is GREAT. I have 2 interviews this week alone from it

Jan Hviid Hemmingsen ( (3/18/2002 9:08 AM): At the end of the day we all brand ourselves. It is more a matter of whether your brand is you or not I think...

weber emperorsherbologist.ocm (3/18/2002 9:08 AM): Yeah, that's the one I was thinking about

Rob Frankel ( (3/18/2002 9:09 AM): Anyway, Marlene, my biz strategy is built on Rob Frankel. If the public will buy the rob Frankel brand, they're more inclined to buy the products and services that Rob Frankel offers.

Rob Frankel ( (3/18/2002 9:09 AM): So in a sense, the books and taps are Both products and marketing pieces. (3/18/2002 9:09 AM): Entered the room.

MarleneJ( (3/18/2002 9:10 AM): Thanks, Rob - yes and you do a lot of work - like ClickZ and Audette media, right.. (I know you did at one time)

Rob Frankel ( (3/18/2002 9:10 AM): Weber, it's a great service:

Rob Frankel ( (3/18/2002 9:10 AM): Marlene, I was Andy's first "regular writer" on ClickZ...he never paid me a penny! And yes, I do moderate I-Branding for Audette.

MarleneJ( (3/18/2002 9:12 AM): but the goodwill you did help give you a platform and build your brand right (I assume it was worth it)

Del (3/18/2002 9:12 AM): What's with the exclamation, Rob? You did it for exposure and perhaps a bit of glory.

Rob Frankel ( (3/18/2002 9:12 AM): Actually, this is an interesting aspect to working the web publicity-wise. I'm fairly sure NPR called because they found a lot of links for me under branding, plus a lot of third party articles relating back to me. That inspires a lot of credibility.

Rob Frankel ( (3/18/2002 9:13 AM): Del, the exclamation is because Andy paid everyone else!

MarleneJ( (3/18/2002 9:13 AM): sorry for my horrid typing and grammar today

Del (3/18/2002 9:13 AM): Then that should tell you something. ;-)

Rob Frankel ( (3/18/2002 9:13 AM): Yes, Marlene, it was worth it. Part of scattering the seeds so that the forest eventually grows....

Rob Frankel ( (3/18/2002 9:14 AM): Believe me, Del, it did. Why do you think I spout off as I do? This is not theory here, but experience from which I hope others can benefit.

ian (3/18/2002 9:14 AM): hi all

weber emperorsherbologist.ocm (3/18/2002 9:14 AM): Del, the pioneers are the ones with the arrows in their backs, the others just follow.

Del (3/18/2002 9:15 AM): I'm not following you today, Rob. Spout off about what? Not being paid to write content?

Rob Frankel ( (3/18/2002 9:15 AM): Well said Weber! Ian! What can I help you with today?

ian (3/18/2002 9:15 AM): can any 1 help me?

Rob Frankel ( (3/18/2002 9:15 AM): No, Del, just all the opinions and advice I dispense....

Del (3/18/2002 9:16 AM): Rob didn't invent Branding. He brought it to everyone's attention. Effectively. Emotionally. Realistically.

ian (3/18/2002 9:16 AM): a brand is more than just a logo and sign discuss i

Del (3/18/2002 9:16 AM): It's not about who's first to come up with an idea. It's about the first to do something with it.

Rob Frankel ( (3/18/2002 9:16 AM): BTW, Del, I NEVER do anything for the glory. For the money, sure. But not glory. Vanity is a vice I don't subscribe to.

Rob Frankel ( (3/18/2002 9:17 AM): And don't confuse vanity with assertiveness, confidence or high-awareness!

Jonathan Cohen ( (3/18/2002 9:17 AM): ian - homework help? :)

ian (3/18/2002 9:17 AM): uni eassy help

ian (3/18/2002 9:18 AM): can u help i need a 1st in this one

MarleneJ( (3/18/2002 9:18 AM): logos and signs are a few branding tools, building the brand is the strategy to bring all your tools into use, and how (I think)

Jacque ( (3/18/2002 9:19 AM): Ian, have you spent some time looking through this site?

Rob Frankel ( (3/18/2002 9:19 AM): Ian, I can help, but you gotta type in English....

ian (3/18/2002 9:19 AM): ok i will

Rob Frankel ( (3/18/2002 9:19 AM): Anyone else?

Rob Frankel ( (3/18/2002 9:20 AM): BTW, Del, we just put out the FrankelTips E-Book last night and your site is mentioned in it.....

Jacque ( (3/18/2002 9:20 AM): Ian, what is the topic of your essay?

Jan Hviid Hemmingsen ( (3/18/2002 9:20 AM): What is the absolute first question to ask when branding?

Del (3/18/2002 9:20 AM): From the old topic ages back about cardpacks versus singles?

MarleneJ( (3/18/2002 9:21 AM): Rob, have you had to rebuild or switch a brand?

ian (3/18/2002 9:21 AM): thanks it is for consumer brand marketing

Jan Hviid Hemmingsen ( (3/18/2002 9:21 AM): I mean there is so much to consider that some starting point would be good....

Rob Frankel ( (3/18/2002 9:21 AM): Yes, Del....this E-Book is a compilation of the first year of FrankelTips. Just the commentaries.

Rob Frankel ( (3/18/2002 9:22 AM): Jan: First question to ask, is what do I want to accomplish? You build from there, matching up who you are with where you want to be and bridge the two.

Del (3/18/2002 9:22 AM): Ah. So when I see a crapload of visitors and non-purchasers, I'll know who to blame.

MarleneJ( (3/18/2002 9:22 AM): Ian, what type of products or services? It is one of those it all depends topics (branding)

Jacque ( (3/18/2002 9:22 AM): Ian, you may want to try to narrow down your topic. Pick a consumer product, and study what they do to brand it

Rob Frankel ( (3/18/2002 9:22 AM): Hopefully, you can apply your assets to that goal in a meaningful and consistent way.

Del (3/18/2002 9:22 AM): You're gonna totally skew my new print ad campaign monitoring. :p

Rob Frankel ( (3/18/2002 9:23 AM): Yes, Del. You

ian (3/18/2002 9:23 AM): basically i have to discuss this statement critically it is "a brand is not just a logo or a sign" there is no wright or wrong answer

Rob Frankel ( (3/18/2002 9:23 AM): Yes, Del, you're welcome!!!!!

Jan Hviid Hemmingsen ( (3/18/2002 9:23 AM): Hmm, right... Good idea :)

Rob Frankel ( (3/18/2002 9:24 AM): Yes there is, Ian. Try for starters....

Jan Hviid Hemmingsen ( (3/18/2002 9:24 AM): ian, just say "yes" then ;)

Jonathan Cohen ( (3/18/2002 9:24 AM): ian - seems like there is a right answer, the way the question is phrased. Obviously a brand is 'not just a logo or sign' :)

Rob Frankel ( (3/18/2002 9:24 AM): marlene, to answer your question, I have done many brand transitions. The worst was my own, of course. Certainly the most painful.

Jacque ( (3/18/2002 9:25 AM): Ian, that question can open up all kinds of possibilities, which is why there are no right or wrong answers

MarleneJ( (3/18/2002 9:25 AM): LOL, Oh no Rob, Pain is involved (I figured as much)

Rob Frankel ( (3/18/2002 9:25 AM): It took no less than three years for me to successfully transition "Frankel & Anderson" to ""

Jacque ( (3/18/2002 9:25 AM): Try to pick 2 competing consumer products, and analyze what they do to distinguish themselves from one another

ian (3/18/2002 9:26 AM): ok jac what should i include on it?

Rob Frankel ( (3/18/2002 9:26 AM): And the way I tracked it was with web sit access figures. From the time I made the switch, it took three years until primary accesses for "RobFrankel" out paced primary accesses to ""

Rob Frankel ( (3/18/2002 9:27 AM): In fact, Marlene, almost all of my client work involves changing some or all of the brand aspects.

ian (3/18/2002 9:28 AM): jac do u mean, like how they advertise thier product to thier target audiance?

Jacque ( (3/18/2002 9:28 AM): Look at package design, print and media advertising...look at the message they are putting out...are they both talking to the same audience, or trying to find their own audience? Are their claims similar, so they are only selling an image, or are there claims of "best" or "leading" in there? That kind of stuff. Think about what you EXPECT from the products you use, and if they come through on that promise

Del (3/18/2002 9:28 AM): ian: is this a high school or college project?

MarleneJ( (3/18/2002 9:28 AM): so Rob, for your clients, about how long does the brand switch/amending take?

Rob Frankel ( (3/18/2002 9:28 AM): Ian, do you have a more specific question? These are very very broad issues....

Jan Hviid Hemmingsen ( (3/18/2002 9:29 AM): Something I have wondered is if there in American companies is someone who is in charge of all communications from website, to email, to letters, to telephone calls etc. Does anyone know?

ian (3/18/2002 9:29 AM): no its a final year uni eassy its worth 25% and its only 2 be no more than 2000 words

Rob Frankel ( (3/18/2002 9:29 AM): Marlene, it's a function of time and money. The more money they have, the less time it takes. The same is true in reverse. Most of the time, it's a few months for the heavy lifting...

MarleneJ( (3/18/2002 9:29 AM): primarily an online business branding...?

weber emperorsherbologist.ocm (3/18/2002 9:30 AM): Jan, depends on the company. No different than from anywhere else in the world.

Jacque ( (3/18/2002 9:30 AM): Jan...if a company has such, it would probably fall under marketing communications

Rob Frankel ( (3/18/2002 9:30 AM): jan, there are companies who are trying to tackle this -- with software. Again. And they'll fail. Have you looked at Communispace or Unica?

MarleneJ( (3/18/2002 9:30 AM): oops that Q got cut it was for Ian - Ian are you talking branding for a website, online business or ?

Del (3/18/2002 9:31 AM): Jan: It's usually a guy named Bob, tethered to a desk and computer while being intravenously fed diet Pepsi and Pringles. :-)

Rob Frankel ( (3/18/2002 9:31 AM): No marlene, both offline and online. I get a lot of online because that's the space in which I'm based.

ian (3/18/2002 9:31 AM): for consumer goods

Jonathan Cohen ( (3/18/2002 9:31 AM): Jan - unless the company's very small, it seems like an unwieldy solution to have a single point of contact for all incoming/outgoing emails and telephone calls (unless you mean 'formal customer service contact')

Rob Frankel ( (3/18/2002 9:31 AM): (Del is obviously in a caffeine-deprived state this morning)

Jacque ( (3/18/2002 9:32 AM): I think Del may once have had that job! ;)

Del (3/18/2002 9:32 AM): Nope. Just drinking this weird coffee with the name "snickerdoodle".

Jan Hviid Hemmingsen ( (3/18/2002 9:32 AM): Actually it for my own evil purposes. My huge interest can be summed up in the word communication as the fabric of social systems. It is easier to check in regard to US companies who name everyone CEO, COO etc. I thought CCO was the one, but that C is commercial and the CIO is a technical person from what I can gather...

Del (3/18/2002 9:32 AM): It's too damn sweet.

weber emperorsherbologist.ocm (3/18/2002 9:32 AM): Del... ech diet soda is horrible for you. use JAJA Stevioside(tm) <-- plug

Tamra ( (3/18/2002 9:32 AM): I think Del's right on the mark...except her name is Sharon, she's the owner's daughter on break from college, and she'd rather IM her best friend than answer emails about products/services.

MarleneJ( (3/18/2002 9:33 AM): what type of consumer goods ?

ian (3/18/2002 9:33 AM): ok rob I'm asking you what is branding if it is not just a logo or a sign?

Jacque ( (3/18/2002 9:33 AM): Ian, can you think of any products that YOU use when you are brand specific?

Rob Frankel ( (3/18/2002 9:33 AM): Jan, I find it very effective to aim for the CEO and then let him/her hand it off to the appropriate task-handler. That way you know they're motivated and more accurately hit.

Del (3/18/2002 9:33 AM): <--- doesn't eat junk food (except a weekly pizza) and no sodas.

Rob Frankel ( (3/18/2002 9:34 AM): Ian: "Branding is not about getting your prospects to choose you over your competition; it's about getting them to see you as the only solution to THEIR problem."

weber emperorsherbologist.ocm (3/18/2002 9:34 AM): Del..Try Honey Stevia Leaf tea 100% natural no fat, calories or carbs <-- plug again

Rob Frankel ( (3/18/2002 9:34 AM): Branding is that which turns users into evangelists.

ian (3/18/2002 9:34 AM): yes i manly buy clothes from the shop i work in as they are of good quality and i can buy them when i go to work

Rob Frankel ( (3/18/2002 9:35 AM): Ian, you've got to order my book. It'll totally straighten you out on this, really!

MarleneJ( (3/18/2002 9:35 AM): Branding is what makes people order a Coke even when they don't want a Coke Product

Rob Frankel ( (3/18/2002 9:35 AM): Just click on the banner in the lower left frame.

Jan Hviid Hemmingsen ( (3/18/2002 9:36 AM): This is not for marketing Rob. This is to find out whether anyone is actually coordinating all internal and external communication. I want to consult on it as I learn more about the practical side of it. The theories was what I wrote my masters thesis about (organizational identity)...

Rob Frankel ( (3/18/2002 9:36 AM): Branding is why you pay $150 for shoes when the same shoe with a different logo cost $25

ian (3/18/2002 9:36 AM): i guess youre branding ure self here rob

MarleneJ( (3/18/2002 9:36 AM): Branding is what makes people ask for Kleenex not a facial tissue

Rob Frankel ( (3/18/2002 9:36 AM): Branding is why you pay FEDEX to deliver an overnight package for $25 when the U.S. Post Office will do the exact same thing for $14

Jacque ( (3/18/2002 9:36 AM): Marlene, my take is branding is what makes people order water after being told a restaurant doesn't serve coke, they serve Pepsi

Del (3/18/2002 9:36 AM): Yeah. I have a great evangelist in CT. Placed at order for $1450 and within the next 30 days, received 4 additional referrals that brought in $5,700. :-)

Jonathan Cohen ( (3/18/2002 9:36 AM): Branding is what makes some Mac users...insufferable evangelists :)

MarleneJ( (3/18/2002 9:37 AM): LOL Jonathan

Rob Frankel ( (3/18/2002 9:37 AM): No, I an, but I spend a huge amount of time answering this question. So much, in fact, that I wrote the book. mainly because it takes a book to give you all the aspects and rationales for what branding is -- and is not.

Del (3/18/2002 9:37 AM): <--- insufferable Mac evangelist

Jacque ( (3/18/2002 9:37 AM): Ian, you should definitely get the book.

Rob Frankel ( (3/18/2002 9:38 AM): Del, that's great! Cards or loans?

Elizabeth (3/18/2002 9:38 AM): In my business we often say that a brand is about consistency

Rob Frankel ( (3/18/2002 9:38 AM): No, Del, you're just insufferable!

Jan Hviid Hemmingsen ( (3/18/2002 9:38 AM): <--- also insufferable Mac evangelist

Del (3/18/2002 9:38 AM): Postcards.

Rob Frankel ( (3/18/2002 9:38 AM): <--- Also Mac evangelist

Jonathan Cohen ( (3/18/2002 9:38 AM): dang, I'm surrounded...

Del (3/18/2002 9:38 AM): And 2 of those weren't even mortgage related postcards...A garage renovation franchisee operation.

weber emperorsherbologist.ocm (3/18/2002 9:39 AM): <-- suffering PC user

Elizabeth (3/18/2002 9:39 AM): Trying to convince brands that inconsistent packaging is damaging to a brand (Mac evangelist)

Rob Frankel ( (3/18/2002 9:39 AM): Elizabeth, consistency is a function of branding, but just a s a logo isn't a brand, you don't want to oversimplify what branding is. There's a tendency to "dumb-down" stuff and branding cannot be dumbed down.

Jacque ( (3/18/2002 9:39 AM): <---trying to get the dang PC usable before sending the poor MAC in to Apple so it will recognize the battery

MarleneJ( (3/18/2002 9:39 AM): PC evangelists can be just as vocal - My preschoolers teachers said my 4 year old said - ugh not an apple about their computers (That is Mom and Dad's opinion)

Del (3/18/2002 9:39 AM): Jonathan: Don't worry. I just ordered parts for my first pc. (xp 1800+). Strictly for games. :-)

ian (3/18/2002 9:39 AM): this is great thanks guys espechaly you marlene

Rob Frankel ( (3/18/2002 9:39 AM): Hey, Del, you want to market my Postcards From Hell?

Elizabeth (3/18/2002 9:40 AM): We're only a solution to the consistency and quality aspect

Jan Hviid Hemmingsen ( (3/18/2002 9:40 AM): So, noone knows if anyone coordinates communication in American companies? I guess that is a no then...

MarleneJ( (3/18/2002 9:40 AM): no problem Ian - If you really wanna know - subscribe to I Branding (Rob is the moderator)

Del (3/18/2002 9:41 AM): market them? to my clients? LOL. or are you looking for someone to design/print for mass sales?

MarleneJ( (3/18/2002 9:41 AM): or the book, definitely the book

Elizabeth (3/18/2002 9:41 AM): Amazing how many big cos. don't care if their packaging is inconsistently printed

Rob Frankel ( (3/18/2002 9:42 AM): No, Del these are done! for a laugh. High quality, thick stock, laminated.....edgy!

MarleneJ( (3/18/2002 9:42 AM): Elizabeth, any special company you are thinking of?

Del (3/18/2002 9:42 AM): Rob: I'm designing a series of trading cards for a singing/dancing period-piece troupe (all females). First attempt with trading cards.

Elizabeth (3/18/2002 9:43 AM): Lots, let's start with Skechers!

Del (3/18/2002 9:43 AM): Not something I'd put on my site. Sorry Rob.

Rob Frankel ( (3/18/2002 9:43 AM): Jan, I answered this...but try the "Press Contact" or "Media Relations" people. They're usually the titles. Sometimes "V.P." Communications"

Rob Frankel ( (3/18/2002 9:43 AM): Del, you're a prude! Who'd of thought?

weber emperorsherbologist.ocm (3/18/2002 9:43 AM): Rob, where will you be selling them and what is your target audience?

Rob Frankel ( (3/18/2002 9:44 AM): Actually, these were designs that we tagged on to a print run we did for a client because there was extra space on the press.

Del (3/18/2002 9:44 AM): Rob: Yeah. And a mortgage broker is gonna use them for what?

Rob Frankel ( (3/18/2002 9:44 AM): Del, mortgagee broker who has other friends!

MarleneJ( (3/18/2002 9:45 AM): not familiar with Skechers, what type of products?

Del (3/18/2002 9:45 AM): It was great working on your loan. Here's some cleavage.

Jan Hviid Hemmingsen ( (3/18/2002 9:45 AM): I do not want to talk to them as I said. I doubt media relations are coordinating all communications of the company I must say. VP of communications sounds a tad more as that could be someone in charge it...

weber emperorsherbologist.ocm (3/18/2002 9:45 AM): Are they bundled i.e. a dozen cards in a group, etc. What price for retail?

Del (3/18/2002 9:45 AM): Way off-brand. :p

Rob Frankel ( (3/18/2002 9:45 AM): I hate the thought of wasted resources.

Jonathan Cohen ( (3/18/2002 9:45 AM): Rob - kitsch stores like Archie McPhee would be a good market for books of these postcards.

Elizabeth (3/18/2002 9:45 AM): Trendy teen shoes

Rob Frankel ( (3/18/2002 9:45 AM): Wow, here I am trying to open up a new division for you Del, and this is what I get? The nerve!!!!

Del (3/18/2002 9:45 AM): Or anywhere in Berkeley, CA.

Rob Frankel ( (3/18/2002 9:46 AM): Hey, bud, I graduated from Berkeley and I know what sells there! At least legally....

Del (3/18/2002 9:46 AM): I want a Brand, You. division. Helping individual sales persons become a living breathing brand.

MarleneJ( (3/18/2002 9:47 AM): ah, Oddly I was just thinking about branding to youngsters - many kids today are raised on brands ( e.g. Mac D's etc)

Rob Frankel ( (3/18/2002 9:47 AM): Weber, they're open to any kind of arrangement. This is one of those things that started as a fun idea. We grabbed the opportunity because printing them would have cost thousands of bucks.

Del (3/18/2002 9:47 AM): Rob. 30 minutes away from me.

Jonathan Cohen ( (3/18/2002 9:47 AM): Rob - I do have a question...

weber emperorsherbologist.ocm (3/18/2002 9:47 AM): take a look at if you think they'd fit we can work something out

Rob Frankel ( (3/18/2002 9:47 AM): marlene, I actually contribute to "Marketing for Kids". branding to kids is a big issue. They asked for a comment about peer pressure in branding...

MarleneJ( (3/18/2002 9:48 AM): Personally I am a brander's nightmare for consumer products, now online I brand sites and businesses, in product buying I am cost effective Vs trendy

Elizabeth (3/18/2002 9:49 AM): Here's one for you Rob: Pitching quality and consistency to branded companies...any suggestions?

MarleneJ( (3/18/2002 9:49 AM): Yes, I've seen in the news about peer pressuring and branding

Rob Frankel ( (3/18/2002 9:50 AM): (TEN MINUTE WARNING) Elizabeth, can you be more specific?

Elizabeth (3/18/2002 9:51 AM): You'd think a brand would understand the importance of packaging intuitively

Elizabeth (3/18/2002 9:51 AM): but often does not. I'm asking for good ways to explain the damage done to brand image by bad packaging

Rob Frankel ( (3/18/2002 9:51 AM): Elizabeth, NOBODY understands ANYTHING about branding intuitively.

Del (3/18/2002 9:52 AM): On the shelf, brand is important. Via mail order, give me a plain, well pack brown corrugated box.

Rob Frankel ( (3/18/2002 9:52 AM): I think the word here is "disconnect". I tell clients that they spend all this money directing one message at a prospect. Why completely change course in the last mile?

Elizabeth (3/18/2002 9:52 AM): The brand has bothered to spend $$ on design

ian (3/18/2002 9:53 AM): what makes a brand to a customer anyone?

Rob Frankel ( (3/18/2002 9:53 AM): Del, I'm not sure if Elizabeth is using "packaging" in the literal sense. Are you?

Elizabeth (3/18/2002 9:53 AM): Yes. Literally. Printed packaging

Del (3/18/2002 9:53 AM): See. :p

Rob Frankel ( (3/18/2002 9:54 AM): But even so, continuity is important because you want the prospect to understand that the brand occurs along the entire transaction.

Del (3/18/2002 9:54 AM): I recall her bringing up something along the lines of this subject several weeks ago.

ian (3/18/2002 9:54 AM): what makes a brand , a brand in the eyes of a customer?

Tamra ( (3/18/2002 9:54 AM): husband can spot "Brown" delivering a "cow box" (i.e. Gateway computer) a mile away.

Rob Frankel ( (3/18/2002 9:54 AM): That's fine, because graphics do that, too. It's just that graphics aren't the ONLY way to do that. Personally, I'm very much convinced that visual support is highly important in branding.

Rob Frankel ( (3/18/2002 9:54 AM): Don't get me started Tamra...

Jacque ( (3/18/2002 9:54 AM): Elizabeth...the other day I went to the drugstore to buy hairspray. When I buy hairspray, I buy several bottles, and then rarely use them. So it takes a while between trips. The other day I searched the entire aisle for "my brand" and when I couldn't find it, I picked something else. As I was leaving, I spotted what I had been looking for, they had changed the packaging so that I didn't recognize it. Since I had already picked another brand, I stuck with what I had in my cart.

Jan Hviid Hemmingsen ( (3/18/2002 9:54 AM): branding ian ;)

Del (3/18/2002 9:55 AM): Wow. The lack of supportive graphics pushed you to another brand?

Elizabeth (3/18/2002 9:56 AM): Del, my co's constant battle is convincing brands that if that hairspray bottle is printed in bright orange and puke orange and they are next to each other that the consumer cares.

Jan Hviid Hemmingsen ( (3/18/2002 9:56 AM): I am still wondering if there really is noone who is in charge of internal communications. It seems totally amazing to me. How can the company be expected to communicate in a consistent way without coordination?

ian (3/18/2002 9:56 AM): yes what makes a brand more than just a logo or a sign to a consumer?

Jan Hviid Hemmingsen ( (3/18/2002 9:57 AM): If you change that easily it is not a brand, but a product...

Del (3/18/2002 9:57 AM): Jan: Nobody here has the answer you want. Try doing a Google search or finding a directory of fortune-1000 companies that have top level VPs listed.

Rob Frankel ( (3/18/2002 9:57 AM): Jan, don't be surprised. Your best bet is VP Corp Communications. But that doesn't men they do their job.

John Charlesworth ( Professional Web Tracking) (3/18/2002 9:57 AM): Jan, you're right, *consistency* is key. It was the *lack* of consistency that drove Jacque to another brand.

Tamra ( (3/18/2002 9:57 AM): (sorry, Rob, I couldn't resist the "brown" bit...hee-hee)

Jacque ( (3/18/2002 9:57 AM): Actually, Elizabeth, they used to use bright colors on their packaging. The reason I couldn't find it, is they changed the design to look like everyone else's...silver bottle with black type

MarleneJ( (3/18/2002 9:57 AM): I agree Jan, in the communications dept there needs to be internal communication as well as external(marketing sales, etc)

Rob Frankel ( (3/18/2002 9:57 AM): Jan, have you been to You'll see what I mean.


Tamra ( (3/18/2002 9:58 AM): Jan, I think it's that different companies put responsibilities under different areas -- in some companies the web site is a systems administration function, in others it's marketing. Differs from company to company.

Rob Frankel ( (3/18/2002 9:58 AM): Oops, Jan:

ian (3/18/2002 9:59 AM): yes what makes a brand more than just a logo or a sign to a consumer? ANYONE

weber emperorsherbologist.ocm (3/18/2002 9:59 AM): Rob with FrankelTips do you have an archive for subscribers, or is it once the issue is out it's gone

Jan Hviid Hemmingsen ( (3/18/2002 9:59 AM): No, Rob I will check it out. But this will make your task of branding next to impossible it seems. Surely someone like FEDEX have someone coordinating every way they communicate? Surely?!

Rob Frankel ( (3/18/2002 9:59 AM): There's an archive, but It's probably coming down.

Jacque ( (3/18/2002 9:59 AM): If it was the old package and, say it was orange I was looking for, I may not have recognized whether the orange was brighter than before. I would have been looking for "orange"...if the color came close to orange, I would've recognized it

weber emperorsherbologist.ocm (3/18/2002 9:59 AM): Because it will eat into sales of the ebook?

Jan Hviid Hemmingsen ( (3/18/2002 9:59 AM): I just save my emails :) Sorry Rob...

ian (3/18/2002 10:00 AM): what makes a brand more than just a logo or a sign to a consumer? ANYONE

Rob Frankel ( (3/18/2002 10:00 AM): Okay everyone, a wacky session today. Let's make some news and meet back here next week!

Del (3/18/2002 10:00 AM): Jacque: This is one of the problems with small sampling of consumer surveys. They tend to royally screw an image, brand, *insert whatever here*.

Rob Frankel ( (3/18/2002 10:00 AM): Ian, go to the site. Read the sample chapter at dude.

Jonathan Cohen ( (3/18/2002 10:00 AM): Ian - no offense, but I strongly suggest you get a friend to check your spelling/grammar once you finish your paper. It's the writer/editor in me talking...

Jacque ( (3/18/2002 10:00 AM): is everything a company puts out on itself

Jonathan Cohen ( (3/18/2002 10:01 AM): bye Rob

Del (3/18/2002 10:01 AM): Ian: You're in a university. Use the great library they provide and you pay for.

Rob Frankel ( (3/18/2002 10:01 AM): I do too, Jan. But this isn't for the subscribers It's for the folks who haven't.

Tamra ( (3/18/2002 10:01 AM): have a good week, everyone!

ian (3/18/2002 10:01 AM): ok thanks

Rob Frankel ( (3/18/2002 10:01 AM): Actually, Ian, your university may carry the book. Lots of schools do.

MarleneJ( (3/18/2002 10:01 AM): Ian, the signs and logos alone do not brand the product - there is quality of the product, customer service of the company, packaging, and lot of other aspects of branding

Jan Hviid Hemmingsen ( (3/18/2002 10:01 AM): I do not want to talk to anyone Del. I want to know how companies are organized and I figured people working there would know :) I guess my oversight was that most here are self employed. I do not have a communications dept. I must admit :)

Jacque ( (3/18/2002 10:01 AM): Take care Rob

©2002, RobFrankel, Contact Us">Contact Us