[epub] Re: Branding

["Paul Myers" <arkham@xxxxxxxxxxx>]

Patrick, Patrick, Patrick...

Ever the trendy one, eh? ;)


> ... instead of differentiation.

Hmmm. And the problem with differentiation is... ?


> Perhaps 'branding' is the marketing equivalent of the buggy
> whip?

Branding will stop being a powerful factor when a few unlikely 
things happen:

1. People lose their fear of the new.
2. People lose their tendency toward routine.
3. Recognition skills cease to be a useful tool for
   dealing with clutter.
4. Trust stops being a concern in the marketplace.

I think too little emphasis is placed on branding by most 
companies, and far too much by its advocates. Some people play 
it up as though it alone can make or break your company.

I think direct marketers have the right idea about branding. 
They rarely put it into words, but it's something like this:

    Exposure that creates sales increases the brand strength
    in the market. Every person who buys is a chance to lock
    in the brand. Every one who considers it has taken an
    option on the brand.

The same could be applied to publishing.

A simple approach. And you know how much I like simple, Pat. ;)


Paul
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