November 7, 2007
WHAT IS THE BIGGEST MISTAKE ONE MARKETER CAN MAKE?
Gianfranco Chicco, Marketing Director at HSM Italy, (World Business Forum, the Annual meeting for the business community), specialized in strategic planning, alliances with media partners and associations, online strategy, partnership agreements and development of new events. You can find his blog here
Thank you, Gianfranco, for sharing.
1) What is the importance of the brand today? Have it lost from his power?
Brands (as a concept) haven’t lost their power, how could they? What happens is that in the last 5 years or so, in most mature market-driven economies, there’s been a strong power-shift back to consumers. Some brands have resisted, others have disappeared or lost its fancy, and a bunch of new ones have jumped to stardom. Even a “no-logo” is a brand. I like Kevin Roberts (www.saatchikevin.com) classification of brands according to two axes: Love and Respect. This representation of brands creates 4 basic groups:
+ Love and – Respect: fashion brands with a short but intense life
- Love and + Respect: most brands lay here, especially some classic ones
- Love and – Respect: commodities
+ Love and + Respect: a lovemark! (www.lovemarks.com)