by Roger Pynn
Kudos to McKay Advertising’s Christian Bayne for this post titled Brand Marketing is BS.
I’ve written before about my disdain for the term “branding.” Branding is only a verb if you are a cow, and yet people are still hanging on like rodeo cowboys to the claim that what they do is branding.
Bayne writes “Today, people are not loyal to brands, they are loyal to their needs.”
That is absolutely true. Companies (brands) trying to earn consumer loyalty need to stay attuned and true to customer needs.
The urge to put your brand on every message is understandable, but if you “brand” everything you’re missing the point. Once you have the ear of your customers, focus on them, not yourself. They want to know what’s in it for them.