Make Marketing History

The views of a marketing deviant.

Friday, April 06, 2007

A Load Of B Words.

Many words beginning with B are synonomous with nonsense and fraudulent behaviour. The one I hate most is branding which I see as a mythologised smokescreen and which is the basis of so much spurious nonsense as this from demonstrates:

Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products

Wrong, wrong and thrice wrong.


Blogger kaylen said...

maybe the definition was just attempting to get in touch with its roots. the whole marking cows to tell them apart from other cows...

10:09 AM, April 06, 2007  
Blogger john dodds said...

Perhaps, but too many people see marketing as an add-on in this way rather than inherent to the product or service. The difference must be built in not added on otherwise it's not a real difference.

11:23 AM, April 06, 2007  
Anonymous Anonymous said...

The vague and mythical word: Branding

John, I've experienced that graphic designers think of it in terms of a kind of work: identity design

Smart marketers on the other hand, think of it as the holistic customer experience with the brand, and what it means to them.

12:57 PM, April 06, 2007  
Blogger john dodds said...


I fear it's more than just designers who think of it like that - I hate the word brand anyway because it's too active - it suggest you can impose it on the customer, where it's the customer who ultimately ascribes the values to the porduct/service.

2:18 PM, April 06, 2007  

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