In commenting on Jonathan Trenn’s branding blog at Chris Abraham’s Marketing Conversation, the words below just popped onto the screen as my fingers did their “thingâ€. In fact I though they were insightful. So I thought they might bear repeating here (with a minor edit or two).
Jonathan: I think something is missing from your definition of branding: it has to do with providing an arena in which people can identify themselves as members.
From the perspective of target market members, this is the key to top-of-mind awareness that draws people in and leads them to becoming zealots advocating the brand. It may be a feeling of being leading-edge, It may be a feeling of comfort and safety. It may be a feeling of participating in history. It may be the feeling of adventure.
That, to me is what branding is about: providing a theater for your market’s emotional satisfaction.
Jonathan had made some really valid statements on Brand Building that are worth reviewing. Just click “Brand Building†to read his definition(s).
Martin Jelsema
303-242-5975
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1 response so far ↓
1 Jonathan Trenn // Jun 22, 2007 at 2:03 pm
Martin
While I don’t fully agree with the term ‘community’, I completely agree where you’re taking it. People need to feel a deep relationship with the ‘brand’ and that often does breed a sense of community with other users of a product or service.
Some brands, by their internal nature, may not need to create a sense of community, only a sense of commonality.
Very, very good point.
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