August 28 2007
What does “branding” mean to you?
Growing up in the ’50s and ’60s, I still have a vision of hot branding irons in a coal or wood fire, and some rancher roping a steer or a horse and pushing the red hot “branding iron” against their skin to make sure the name of their ranch was “branded” on the animal. OUCH!
But, the brand was on the animal forever.
In today’s marketplace, that’s what all brand makers and brand sellers seek to achieve. Get their name or product emblazoned on the mind of the buyer, and keep it there. Permanently.
ONE PROBLEM: Just because you “know the brand” or “remember the brand” does not mean you’re going to BUY it. And the reality is if I know it and recognize it, but I don’t buy it, then all the money spent on branding is wasted. OUCH!
To read the full article by Jeffery Gitomer copy and past this URL into your browser: http://www.gitomer.com/index.cfm?GitAction=Column.ArticleDetail&ArticleID=2141
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