In commenting on Jonathan Trennâ€™s branding blog at Chris Abrahamâ€™s Marketing Conversation, the words below just popped onto the screen as my fingers did their â€œthingâ€. 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.