Kodak invented the digital camera in 1975 but dropped it for fear it would threaten its film business. If they hadn’t have done so, they could have dominated the industry and still have a thriving business. Kodak once said, “We don’t sell film, we sell memories.” The company who made “the Kodak Moment” part of American culture forgot who they were.
Like it or not, you’ve already branded yourself in the minds of your customers. That can be a good thing or a bad thing…
When we think about commercial brands, we tend to think of a name, logo, or slogan … anything that is used to identify and distinguish a specific product, service, or business. But on a more basic level, a brand is an identification mark … like when a rancher or farmer uses a branding iron to mark an animal to indicate ownership. A mark can also be a symbol of disgrace or infamy …
A company I worked for had a particular manager that I had never met. Despite that, I felt like I did know him because, whenever his name came up in conversation, the typical reaction I heard was, “He’s a real a$$*#%! hole.” After about the fifth or so time of hearing those exact words, I had begun to develop a very distinct impression about him. Like it or not, he had been branded.
Technology is wonderful… except, of course, when it’s not. Like when my parents have something “really important” to tell us … and they call our house phone, my cell phone and my wife’s cell phone… all in a matter of minutes. (We love you, Mom and Dad, really.)
Or like the time the scoutmaster needed a permission slip for my son’s upcoming campout. He sent me a private Facebook message. Unfortunately, I hadn’t been on Facebook for several days and showed up to the meeting without the slip.
New technologies often replace older technologies. (Do you remember floppy discs? No, neither do I.) But oftentimes, new technologies merely supplement an existing one. Friends and family now have several options to communicate with me: They can call my cell phone or my landline, email me, text me, send me a private Facebook message, or post something on my Facebook wall.
I just read an interesting analysis [pdf] of the “Get a Mac” ad campaign… you know, the ones with the nerdy businessman (“I’m a PC”) and the cool hipster (“I’m a Mac”) politely bantering about which is superior.
The long-running commercials have won advertising awards, been praised by Mac users, denegrated by PC loyalists, and parodied numerous times on sites like YouTube. There’s even a website where you can watch all 60+ commercials.
But the ultimate success of any advertising campaign is, How much did it affect sales? Here are the results:
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Thanks for visiting. I’m a Marketing Evangelist, Blogger and Sales Trainer.
I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.
That’s why I love helping businesses figure out how to market (especially web marketing) and why I train sales people to be the best they can be at what they do.