It was a great story for a while. Steven Slater, the Jet Blue flight attendant, had had enough with a rude passenger. Before the plane reached the gate, he pulled the lever, leaving the plane (and his job) via the emergency chute. Unfortunately, as the week wore on, this archetypal story kept getting spoiled by new facts and allegations. So, time to move on. Here's what people were saying about brands and branding this week:
1) Brand theories: Marketing Geek
Michael Fassnacht has set out on a quest to find out the newest thinking of how to build brands. He's already come up with some initial thoughts. 1) The growing importance of design as an important element in branding (Apple, Method). 2) Renewed interest in archetypes--anyone planning to model their brand after Mr. Slater? and 3) Attempts to bring in some science to understand the purpose and impact of brands. We're all over the place right now with no dominant theory. That makes it fun, right?
2) What Marketers Can Learn from Ford: Mark Ritson
Ford has done much better than either GM or
3) Brand Naming: The Advantage of Two: Al Ries
Also on Branding Strategy Insider, Al Ries has an interesting post about nicknames triggered by
4) Bake your brand into the product: the brandgymblog
David Taylor talks about "Baked In", by John Winsor and Alex Bogusky. The concept of "Baked in" lines up with David's own
5) Digital ideas, platforms and eco-systems: creativity_unbound
Edward Boches was also thinking about eco-systems this week--in the context of the continuing battles between advertising agencies and digital agencies about who is doing the more valuable work. Which is better? A great campaign like the one for Old Spice or a great app like Garmin Connect? The fact is it's not an either/or. Campaigns create buzz and awareness, the apps can provide functionality and integrate into people’s lives. Edward thinks that the future will be about the brand’s overall digital ecosystem: "Figuring out how to get advertising, platforms, social media, conversation strategy and a brand’s existing community of customers to reinforce each other in a way that generates awareness, allows prospects to enter a relationship on their own terms (whether they want to learn, connect, join, transact, share or simply watch) and then holds onto them, ideally turning them into advocates."Just what branding is supposed to do.
6) The visual transformation of Bill Gates the presenter: Presentation Zen
Here's the before and after of Bill Gates' presentation slides. The first one, hideous, was used when he launched Windows Live in 2005, the second one, attractive, coming from a presentation this year. Pretty dramatic difference. Garr Reynolds takes a fascinating look at Bill Gates' presentation transformation, not just the visuals but also his overall presentation style. It's gotten much, much better.
That's it! Back soon with more stories from the world of brand strategy. More thoughts and comments also available on