Comments on: Brand power is on the wane so you’d better engage http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/ Nic Brisbourne's view from London on venture capital and exploiting change in technology and media Sat, 11 Feb 2012 20:08:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: jeremyead http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-6447 jeremyead Thu, 09 Apr 2009 19:19:04 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-6447 Completely agree. I've posted about this recently too: <br><a href="http://www.travelblather.com/2009/04/trust-travel-brands.html" rel="nofollow">http://www.travelblather.com/2009/04/trust-trav...</a> Completely agree. I've posted about this recently too:
http://www.travelblather.com/2009/04/trust-trav…

]]> By: jeremyead http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-4986 jeremyead Thu, 09 Apr 2009 13:19:04 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-4986 Completely agree. I've posted about this recently too: <br><a href="http://www.travelblather.com/2009/04/trust-travel-brands.html" rel="nofollow">http://www.travelblather.com/2009/04/trust-trav...</a> Completely agree. I've posted about this recently too:
http://www.travelblather.com/2009/04/trust-trav…

]]> By: Claire Stratford http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-2008 Claire Stratford Tue, 13 May 2008 11:35:10 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-2008 It is very hard to make a decision after looking on the internet at the product/service you may be about to buy. More people will call a company up to complain than will call up to say what a fantastic service they have provided, and more people will post negative points on the internet than good comments. I think the internet has actually made our decision harder in a way, in choosing the product/service we are looking for. As a designer, it is my job to design a website sell its product, and know how easy it is for a customer to trust a professional design and decide they are making the right choice. I do it too. If i am looking in the internet, i will search google and if i am looking for kitchen designs in say stratford, i will perhaps look to the bottom of the first page and find the best - most professional looking design out there. It is human nature, we all judge a book by its cover. To be fair, smaller kitchen companies will probably give a better service and product than the overbranded UK 'leaders'. It is very hard to make a decision after looking on the internet at the product/service you may be about to buy. More people will call a company up to complain than will call up to say what a fantastic service they have provided, and more people will post negative points on the internet than good comments.

I think the internet has actually made our decision harder in a way, in choosing the product/service we are looking for.

As a designer, it is my job to design a website sell its product, and know how easy it is for a customer to trust a professional design and decide they are making the right choice. I do it too. If i am looking in the internet, i will search google and if i am looking for kitchen designs in say stratford, i will perhaps look to the bottom of the first page and find the best – most professional looking design out there. It is human nature, we all judge a book by its cover. To be fair, smaller kitchen companies will probably give a better service and product than the overbranded UK ‘leaders’.

]]> By: Claire Stratford http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11012 Claire Stratford Tue, 13 May 2008 11:35:00 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11012 It is very hard to make a decision after looking on the internet at the product/service you may be about to buy. More people will call a company up to complain than will call up to say what a fantastic service they have provided, and more people will post negative points on the internet than good comments. I think the internet has actually made our decision harder in a way, in choosing the product/service we are looking for. As a designer, it is my job to design a website sell its product, and know how easy it is for a customer to trust a professional design and decide they are making the right choice. I do it too. If i am looking in the internet, i will search google and if i am looking for kitchen designs in say stratford, i will perhaps look to the bottom of the first page and find the best - most professional looking design out there. It is human nature, we all judge a book by its cover. To be fair, smaller kitchen companies will probably give a better service and product than the overbranded UK 'leaders'. It is very hard to make a decision after looking on the internet at the product/service you may be about to buy. More people will call a company up to complain than will call up to say what a fantastic service they have provided, and more people will post negative points on the internet than good comments.

I think the internet has actually made our decision harder in a way, in choosing the product/service we are looking for.

As a designer, it is my job to design a website sell its product, and know how easy it is for a customer to trust a professional design and decide they are making the right choice. I do it too. If i am looking in the internet, i will search google and if i am looking for kitchen designs in say stratford, i will perhaps look to the bottom of the first page and find the best – most professional looking design out there. It is human nature, we all judge a book by its cover. To be fair, smaller kitchen companies will probably give a better service and product than the overbranded UK ‘leaders’.

]]> By: nic http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1263 nic Thu, 29 Nov 2007 09:32:24 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1263 What I was trying to say here is that brands will have to change to survive. I agree that they will always play an important part in purchasing decisions. In a nutshell my point is that in the old saying "a brand is good promised delivered" the delivery part is increasing in importance. What I was trying to say here is that brands will have to change to survive. I agree that they will always play an important part in purchasing decisions.

In a nutshell my point is that in the old saying “a brand is good promised delivered” the delivery part is increasing in importance.

]]> By: nic http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11011 nic Thu, 29 Nov 2007 09:32:00 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11011 What I was trying to say here is that brands will have to change to survive. I agree that they will always play an important part in purchasing decisions. In a nutshell my point is that in the old saying "a brand is good promised delivered" the delivery part is increasing in importance. What I was trying to say here is that brands will have to change to survive. I agree that they will always play an important part in purchasing decisions.

In a nutshell my point is that in the old saying “a brand is good promised delivered” the delivery part is increasing in importance.

]]> By: Hi-Tech-IT http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1262 Hi-Tech-IT Thu, 29 Nov 2007 01:09:48 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1262 Brand is hell important. Part of augmented product, and often is what makes a customer purchase. See perceived value vs actual also. We can go deeper, into things like names etc. Buygoodsonlinecheaper.com vs amazon.com ? No contest. Brand is hell important. Part of augmented product, and often is what makes a customer purchase. See perceived value vs actual also. We can go deeper, into things like names etc.

Buygoodsonlinecheaper.com vs amazon.com ? No contest.

]]> By: Hi-Tech-IT http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11010 Hi-Tech-IT Thu, 29 Nov 2007 01:09:00 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11010 Brand is hell important. Part of augmented product, and often is what makes a customer purchase. See perceived value vs actual also. We can go deeper, into things like names etc. Buygoodsonlinecheaper.com vs amazon.com ? No contest. Brand is hell important. Part of augmented product, and often is what makes a customer purchase. See perceived value vs actual also. We can go deeper, into things like names etc.

Buygoodsonlinecheaper.com vs amazon.com ? No contest.

]]> By: nic http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1243 nic Mon, 19 Nov 2007 15:56:56 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-1243 Interesting thoughts James. I agree that the notion of a brand as "a good promised delivered" will endure. I guess my point was more about companies that try to use marketing as a substitute for product or service quality - i.e. a good promise, not-delivered. Moben falls into this category, and Dell used to. With regard to internet recommendations - I think we will learn to filter these just as we do all other forms of recommendation. We will pay most attention to advice from people we know and whose opinions we generally trust. Due to the web we might see more of those than we do today, but the real power comes from matching us with people we don't know, but whose opinions we are likely to share. To take your example - you wouldn't care which fleece Johnny Random bought for his holiday, but you might be interested in recommendations from people you can see are serious about their mountaineering (and maybe also share your geography and income bracket). Interesting thoughts James. I agree that the notion of a brand as “a good promised delivered” will endure. I guess my point was more about companies that try to use marketing as a substitute for product or service quality – i.e. a good promise, not-delivered. Moben falls into this category, and Dell used to.

With regard to internet recommendations – I think we will learn to filter these just as we do all other forms of recommendation. We will pay most attention to advice from people we know and whose opinions we generally trust. Due to the web we might see more of those than we do today, but the real power comes from matching us with people we don’t know, but whose opinions we are likely to share.

To take your example – you wouldn’t care which fleece Johnny Random bought for his holiday, but you might be interested in recommendations from people you can see are serious about their mountaineering (and maybe also share your geography and income bracket).

]]> By: nic http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11009 nic Mon, 19 Nov 2007 15:56:00 +0000 http://www.theequitykicker.com/2007/11/16/brand-power-is-on-the-wane-so-youd-better-engage/#comment-11009 Interesting thoughts James. I agree that the notion of a brand as "a good promised delivered" will endure. I guess my point was more about companies that try to use marketing as a substitute for product or service quality - i.e. a good promise, not-delivered. Moben falls into this category, and Dell used to. With regard to internet recommendations - I think we will learn to filter these just as we do all other forms of recommendation. We will pay most attention to advice from people we know and whose opinions we generally trust. Due to the web we might see more of those than we do today, but the real power comes from matching us with people we don't know, but whose opinions we are likely to share. To take your example - you wouldn't care which fleece Johnny Random bought for his holiday, but you might be interested in recommendations from people you can see are serious about their mountaineering (and maybe also share your geography and income bracket). Interesting thoughts James. I agree that the notion of a brand as “a good promised delivered” will endure. I guess my point was more about companies that try to use marketing as a substitute for product or service quality – i.e. a good promise, not-delivered. Moben falls into this category, and Dell used to.

With regard to internet recommendations – I think we will learn to filter these just as we do all other forms of recommendation. We will pay most attention to advice from people we know and whose opinions we generally trust. Due to the web we might see more of those than we do today, but the real power comes from matching us with people we don’t know, but whose opinions we are likely to share.

To take your example – you wouldn’t care which fleece Johnny Random bought for his holiday, but you might be interested in recommendations from people you can see are serious about their mountaineering (and maybe also share your geography and income bracket).

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