An Insight Into Brands

Posted by Doug Davidoff

Feb 22, 2009 11:07:18 AM

I've written before, and often said, that a brand is not what you say it is, it's what you're customers, stakeholders and people who come in contact with you say it is.  The point is that you don't control your brand any more - the market does.  The best you can do is contribute to the conversation.  (BTW, I am by no means the first, nor the most highly qualified to make this point, it is fast picking up consensus.)

Much has been written about Apple and the power of it's brand.  Anyone who knows me knows that I'm a huge (HUGE) Apple fan.  In December of 08, The Simpsons, spoofed Apple in the opening of their show.  It's worth looking at because a) it's tremendously funny and b) it provides a great insight to branding.

Uploaded by fiulpower

While I'm sure that neither Steve Jobs nor his marketing department approved this ad (whoops, did I say ad - I mean show) - I'd bet they love it.  Whether you love Apple, hate them or just don't care, this cartoon nails it.  No one could disagree.  Can you imagine Microsoft in such a great spoof, or IBM?

As you focus on building a powerful brand, remember to let your customers have fun with it and don't be so defensive.

Topics: Inbound Marketing, Performance, B2B Sales Strategy