Saved by sari
Branding for Builders
- In answering the “personality” question, ask yourself, “If someone met my company or product at a cocktail party, how would I like folks to describe him or her?” Defining the personality of your product describes how you want your brand to relate to customers.
Gibson Biddle • Branding for Builders
I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more
Gibson Biddle • Branding for Builders
Over the last twenty years, Netflix has evolved from a DVD e-commerce site to a worldwide Internet TV company. The dance between product, marketing, and consumers continues as teams work to define and deliver both a brand and a product that delight customers in hard-to-copy, margin-enhancing ways. Today, Netflix is a world-class company with a dist... See more
Gibson Biddle • Branding for Builders
Twenty years ago, no one recognized the Netflix logo. But today, with more than 100 million members, customers instantly identify the logo and trust Netflix in a way that counts — with their credit cards. But it wasn’t always that way. Remember when Netflix announced its plan to split its streaming and DVD service with the launch of “Qwikster” in 2... See more