Suhel Khan's Blog

A blog about mobile app development, tech sales, my rants and more..

“Branding is the most oversold but least understood expertise” . Breaking the myths and discovering the facts.

Overview: The intention of this article and the series of article that will follow is to understand following concepts and ideas:-

1) What is branding?

2) What is the difference between brand development, brand strategy and branding?

3) How can business benefit from branding?

4) What is online branding? Tips and tricks.

5) A case study and a guest interview.

6) Vox populi (A collection of ideas and views on the subject from various sources)

A business organization usually start making sense out of the benefits of branding when either one of their senior managers discover it while he accidently stumbled upon a book on branding or suddenly they realize that their competition has become “famous overnight”. And the result of this interesting discovery leads them to the doorsteps of a so called “brand guru” , who talks about a prophecy that there business is doomed and he is a godsend savior to bring them out of the oblivion. The enlightenment begins here and then with couple of meetings over sushi, black coffee, heated arguments, ego brushes and some brand experts (by products of the exercise) later a brand is born. The result of this exhilarating & arduous exercise somewhat looks like this:-

1) Hiring of a design agency

2) Suddenly a new logo is created

3) The corporate identity looks like a riot of colors

4) A meticulous exercise of revamping the marketing collaterals and online presence

5) A press meets with dark suited business journalists (who are more interested in “what’s on the menu?” then “what’s in the meeting?”)

6) A beautiful mailer sent across to the customers, employees and other stakeholders (with the new logo and color family of course)

7) High expectations (should result into benefits overnight)

8) A hole in the balance sheet (sushi and black coffee bills included)

With some heart burns and blame games later our “brand” is forgotten and people return back to their work with a feeling that “whatever it was but it has certainly added a nice idea to my retirement plan-becoming a brand guru someday”. Pass on the caviar and some champagne too.

I understand your concern, but I am not the byproduct of some similar exercise, I am but a curious spectator of this game called “branding”. And here through my blog I want to discover and unravel the mystery behind it, so that someday I and you can help create a brand which lives up to everybody’s expectation and performs like any other asset of the organization in creating a real, tangible value for the business or just to create a sound bite “A brand that really works.”

I hope I have set the tone for taking the case forward and if you have gone through something similar or you have an interesting sushi recipe, then I request you to share your experiences by leaving a comment.

Note: My next post will be on what is branding?

Till then I leave you with an interesting article on the concept of branding by Jeff Cohn, CEO and Chief Brand Strategist of Cohn Marketing. Click here to download your pdf copy. And for this I thank Jeff for replying so quickly and allowing me to share this whitepaper with you all.

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10 comments on ““Branding is the most oversold but least understood expertise” . Breaking the myths and discovering the facts.

  1. Amit
    February 25, 2009

    This smells good. It’ll be really difficult to analyze these type of branding cooks. I am also trying to find the place from where these guys pick the recipe from. Is it there own brain? Of course not.

    So I’ll wait for your next blog post.

    • Suhel khan
      February 27, 2009

      Thanks for sniffing it out..:) I am planning to write an article specifically on this once i am through with this series. The topic will be “Misadventures of a brand guru” :) , You can help me improve the title..

  2. Kimmo Linkama
    February 26, 2009

    I recently became interested in a subcategory of branding: audio branding. The story is too long to be repeated here, but I wrote an article about it in my own blog.

    I think sound is a much overlooked aspect of branding, in particular because the vast majority of branding is done in audiovisual media. Brand owners have the visual side pretty well covered, but the audio is still teething.

  3. Samresh
    February 27, 2009

    Good topic, I’m eagerly waiting for your next blog post.

    • Suhel khan
      February 27, 2009

      Thanks for your appreciation Samresh, I will inform you once i do that.

  4. Farman Khan
    February 27, 2009

    Nice to read easily having secure retirement life by creating a brand but brand can be created by a guru of that product who already has spend long enough time and by that time he or she is not worried about retirement but more of making money for next generation which is not a passion any more rather think about own development.
    Brand increase cost of product and create more competition and enemy in the market. Guru to face recession first thing advise save money by buying with out brand name products means lover cost products.
    No one has created brand in the world so far to save retirement life. People those who have created brand in the world so far to get more success in business
    Hope you do not get disappoint with my argument rather create brand to become successful business person

  5. Farman Khan
    February 27, 2009

    If fact I wrote an article couple of years back in North American Magazine if you are interested to read that let me know to send you exact link of that article.
    Bill Gate makes $84 Millions every day but he or his next three generation will not be retired from business because of this money

  6. viktor
    February 28, 2009

    I recently became interested in branding, or more specifically, online branding. Will wait for your post on the subject.

  7. ARIF
    March 12, 2009

    Nice Blog Suhel Bhai.. and thanks for inviting me..

  8. MichaellaS
    July 22, 2009

    tks for the effort you put in here I appreciate it!

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This entry was posted on February 25, 2009 by in Branding, Corporate Branding, Corporate Communication, ebranding and tagged , .
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