http://www.mpdailyfix.com/the-end-of-command-control-branding/?utm_source=rss&utm_medium=rss&utm_campaign=the-end-of-command-control-branding Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35257 Nick Wreden Mon, 26 May 2008 05:11:21 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35257 Because "command-and-control" marketing is dead, top-down "positioning" is also dead. It amazes me how people continue to espouse a theory developed in 1972 -- before invention of PC -- and claim it's applicable in an age of peer-to-peer branding, where customers, not companies, define brands based on the economic, experiential or emotional value they receive. The theory of "positioning" had its glory days in the 1980s, but talking about it now is like wearing plaid polyester pants. Because “command-and-control” marketing is dead, top-down “positioning” is also dead. It amazes me how people continue to espouse a theory developed in 1972 — before invention of PC — and claim it’s applicable in an age of peer-to-peer branding, where customers, not companies, define brands based on the economic, experiential or emotional value they receive. The theory of “positioning” had its glory days in the 1980s, but talking about it now is like wearing plaid polyester pants.

]]> http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35256 Levon Thu, 15 May 2008 20:01:03 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35256 Highly tailored and multi-pronged branding messages are key to successfully reaching many different segments who are found interacting with varying types of media. Good point indeed. Highly tailored and multi-pronged branding messages are key to successfully reaching many different segments who are found interacting with varying types of media. Good point indeed.

]]> http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35255 Jeff Thu, 15 May 2008 19:13:25 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35255 Phew, this was my first visit here and I wasn't sure if I had to be named Paul. As a writer, I'm concerned that the more specialized messages you create, the more difficult it is for your staff, AND your audiences, to remember them. What happened to the world where one message per marketing piece and a consistent branding approach was king or czar or even queen? Jeff (not paul) <a href="http://www.ideas2words.com" rel="nofollow">http://www.ideas2words.com</a> <a href="http://www.jeffcutler.com" rel="nofollow">http://www.jeffcutler.com</a> <a href="http://www.bowlofcheese.com" rel="nofollow">http://www.bowlofcheese.com</a> OH, my. Did I just give you three points of access to learn about me and my writing? Why yes, I did. How well does that work? Will people even go or will they say, "confusing brand, I want nothing to do with it"? Just trying to illustrate my point. Love the site. Phew, this was my first visit here and I wasn’t sure if I had to be named Paul.
As a writer, I’m concerned that the more specialized messages you create, the more difficult it is for your staff, AND your audiences, to remember them.
What happened to the world where one message per marketing piece and a consistent branding approach was king or czar or even queen?
Jeff
(not paul)
http://www.ideas2words.com
http://www.jeffcutler.com
http://www.bowlofcheese.com
OH, my. Did I just give you three points of access to learn about me and my writing? Why yes, I did.
How well does that work? Will people even go or will they say, “confusing brand, I want nothing to do with it”?
Just trying to illustrate my point.
Love the site.

]]> http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35254 John Johansen Thu, 15 May 2008 17:25:51 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35254 I like the bullet about determining brand themes. I know that I've created too much content focuses on a single message, but we expect to use it for all our audiences. While I appreciate (as the one writing it) that multiple versions of collateral does take time, if you can set the theme and tie it all back to that the process does become a little easier. I like the bullet about determining brand themes. I know that I’ve created too much content focuses on a single message, but we expect to use it for all our audiences.
While I appreciate (as the one writing it) that multiple versions of collateral does take time, if you can set the theme and tie it all back to that the process does become a little easier.

]]> http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35253 Lewis Green Thu, 15 May 2008 14:08:53 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35253 Paul, Good analysis Paul, and one I agree with. However, while this brand positioning may be different from control and command, the ideas aren't new, although b2c is where I have seen much of the use of viral media to spread the word through consumers instead of marketers. Question about Greg the Architect: Of the 325,000 views, what are the chances that more than a few (if any) of those represent TIBCO's market? Of course, we'll be discussing this further on June 10 at MarketingProfs B2B Forum. My position, as you know, is that social media is challenged to reach its market in b2b, but it isn't impossible. I do think, however, that video on YouTube is not the most effective way to reach a b2b consumer. Good thought-provoking stuff, Paul. Paul,
Good analysis Paul, and one I agree with. However, while this brand positioning may be different from control and command, the ideas aren’t new, although b2c is where I have seen much of the use of viral media to spread the word through consumers instead of marketers.
Question about Greg the Architect: Of the 325,000 views, what are the chances that more than a few (if any) of those represent TIBCO’s market?
Of course, we’ll be discussing this further on June 10 at MarketingProfs B2B Forum. My position, as you know, is that social media is challenged to reach its market in b2b, but it isn’t impossible. I do think, however, that video on YouTube is not the most effective way to reach a b2b consumer.
Good thought-provoking stuff, Paul.

]]> http://www.mpdailyfix.com/the-end-of-command-control-branding/comment-page-1/#comment-35252 Paul Barsch Thu, 15 May 2008 14:01:28 +0000 http://www.mpdailyfix.com/the-end-of-command-control-branding/#comment-35252 Hi Paul, Your case studies (Dove, Tibco) show companies with a willingness to get creative, break the mold, and get out of their comfort zone. Sadly, in the B2B space, I think you'll find few companies willing to experiment and break through the clutter. Most times, it's, "this is the way we've always done it and we think it works, so why change?" Some companies are successful in spite of themselves - go figure. Hi Paul,
Your case studies (Dove, Tibco) show companies with a willingness to get creative, break the mold, and get out of their comfort zone. Sadly, in the B2B space, I think you’ll find few companies willing to experiment and break through the clutter. Most times, it’s, “this is the way we’ve always done it and we think it works, so why change?”
Some companies are successful in spite of themselves – go figure.

]]>