Question

Topic: Branding

Branding Without Advertising! Possible....how?

Posted by Anonymous on 8/18/2004 at 7:39 AM ET 125 Points
THE realm of branding has been inextricably linked with that of advertising. The less you advertise, the less you brand and vice versa. It's time to challenge this paradigm in branding then. Do you really still need advertising of the mass media kind to build brands? What a stupid thing to say? How can you build brands without advertising? And why must you?

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RESPONSES

  • Posted by Carl Crawford on 8/18/2004 at 9:49 AM Member
    hi amanjeetsidhu21,

    what about LINX, it is a FREE computer opereating system. you can take it apart and add stuff and change it any way you want.

    this is not OWNED by any one person, it is an opensourse programme.

    the linx system is used in developing countrys because it runs on a slower computer and if free.

    hope this helps

    have a nice day

    Sweetasman01
  • Posted by jcmedinave on 8/18/2004 at 4:27 PM Member
    Very interesting topic. It depends on the type of product, the competence rivalry, the market covering, the product maturity, your mass target, and your positioning. It will be difficult to maintain and increase your brand positioning if you don't advertise and your competitors do. But in general it is correct to search and apply new ways to position the brand. We need to remember that every customer contact produce results in the brand. I recommend you the next two articles related to the topic.

    The seven components of brand strengths: https://www.buildingbrands.com/didyouknow/11_brand_valuation.shtml

    The future of advertising:
    https://www.economist.com/business/displaystory.cfm?story_id=2787854

    Bye,

    Juan Carlos
  • Posted by SteveByrneMarketing on 8/18/2004 at 5:31 PM Accepted
    Hi amanjeetsidhu21,

    There’s plenty of room for branding without using print or broadcast advertising at all. The most obvious example today is with Search Engine Marketing as mentioned above. Also, I’ve had B2B clients with as few as 25 target companies and 3 to 4 executive targets within each company. The communications solution was a highly targeted direct mail, email and phone conversation campaign that “branded” the client with fewer than 100 people.

    I remember something about Starbucks making public statements that they would not advertise, rather they gave these budgets to employees to make the Starbucks experience better for the customer. Sort of an anti-advertising branding strategy -- the total Starbucks experience was the branding, and great branding it is.

    Still, I think good advertising continues to produce good branding. Good Branding without advertising is the exception.

    Hope this helps,

    - Steve
  • Posted by SteveByrneMarketing on 8/18/2004 at 5:32 PM Member
    Hi amanjeetsidhu21,

    There’s plenty of room for branding without using print or broadcast advertising at all. The most obvious example today is with Search Engine Marketing as mentioned above. Also, I’ve had B2B clients with as few as 25 target companies and 3 to 4 executive targets within each company. The communications solution was a highly targeted direct mail, email and phone conversation campaign that “branded” the client with fewer than 100 people.

    I remember something about Starbucks making public statements that they would not advertise, rather they gave these budgets to employees to make the Starbucks experience better for the customer. Sort of an anti-advertising branding strategy -- the total Starbucks experience was the branding, and great branding it is.

    Still, I think good advertising continues to produce good branding. Good Branding without advertising is the exception.

    Hope this helps,

    - Steve
  • Posted by Peter (henna gaijin) on 8/18/2004 at 7:49 PM Member
    What SteveB said about B2B companies is definitely true. Very few B2B companies use any sort of mass advertising, yet they still have brand reputations.

    Google mentioned above is a good example. Ebay was, but now has started advertising.

    In many US Cities, there is a web Bulletin Board called Craigslist. This has a very strong brand in the SF Bay Area and many other cities, yet their model for marketing revolves around word of mouth (and they don't even try to get people to talk about them).
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