Revenge Of Brand X

Branding.
What exactly is it?

I thought I had a sound grasp on the concept of what a brand was. However, after reading this sample chapter I came to realize that I didn’t know as much as I thought I did. This reading boosted my clarity on the subject of what a Brand actually is.

This reading also brought to my attention the main ‘rules’ as such, that I need to follow in order to create a brand that will appeal to the public. In particular, it clarified that the brand, is not intended primarily for my enjoyment and is meant to focus on the people that the brand is supposed to be targeting. It is intended to appeal to them.

I think that this reading in particular is going to have a large impact on the ‘products’ that we produce this year in class. Also, on an individual level, I think this reading will be able to help to gauge better as to what I need to produce so that I can appeal to my intended audience.

EDIT

Interesting little question to consider:

How would you apply Frankel's Prime directive to a plumber?

If you think about it, it wouldn't be all that hard. Frankel's Prime Directive is that 'Branding is not about getting your targets to choose you over your competition. Branding is about getting your prospects to see you asthe only solution to their problem.' To put it simple, all that a plumber would have to do in order to make his company seem like the only company to be able to fix it's viewers problems would be to make a logo or slogan that appeals to all of the people that need plumbers.

For example, maybe a slogan like "The only one to trust, when you're plumbings gone bust." Something that communicates with the viewers and "Touches their minds, and their hearts"