Comments on: Your brand is defined by the UI between your company and your consumers http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Fri, 16 May 2008 16:12:13 +0000 http://wordpress.org/?v=2.3.1 By: Community Guy, Jake McKee - Rapid Fire - Wednesday, April 02 http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1086 Community Guy, Jake McKee - Rapid Fire - Wednesday, April 02 Thu, 03 Apr 2008 07:00:44 +0000 http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1086 [...] Your brand is defined by the UI between your company and your consumers “Your brand is defined by the consumer, not by you - I think everyone can agree with that. In the same breath, most marketing pundits will add the fact that you can no longer control your brand - an assertion I am not sure goes hand in hand with the first one.” [...]

[…] Your brand is defined by the UI between your company and your consumers “Your brand is defined by the consumer, not by you - I think everyone can agree with that. In the same breath, most marketing pundits will add the fact that you can no longer control your brand - an assertion I am not sure goes hand in hand with the first one.” […]

]]> By: Rick Short http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1019 Rick Short Tue, 25 Mar 2008 22:27:48 +0000 http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1019 There is no way that anyone can perfectly explain this issue - but you have done a good job trying, and making it pretty clear. That is to say, I agree with your perspective. To me, no one really "controls" a brand as much as they affect or influence it. A company's ads or literature put a spin on things. Then, a consumer's interpretation adds to the situation. In the end, what the consumer thinks and feels is their reality (your brand to that individual), but the collective consumer point of view becomes the collective brand. As we all influence each other, we affect and influence each other, and ourselves, as well as being influenced/affected by others. Control? Doesn't sound like it. Thank you for making your point. I like it. There is no way that anyone can perfectly explain this issue - but you have done a good job trying, and making it pretty clear. That is to say, I agree with your perspective.

To me, no one really “controls” a brand as much as they affect or influence it. A company’s ads or literature put a spin on things. Then, a consumer’s interpretation adds to the situation. In the end, what the consumer thinks and feels is their reality (your brand to that individual), but the collective consumer point of view becomes the collective brand. As we all influence each other, we affect and influence each other, and ourselves, as well as being influenced/affected by others.

Control? Doesn’t sound like it.

Thank you for making your point. I like it.

]]> By: francois http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1018 francois Tue, 25 Mar 2008 20:57:35 +0000 http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1018 Jay - thank you for commenting on my blog. The key in defining that brand is not just the pre-sale activities, but also and perhaps more importantly the post-sale activities. Unfortunately, and according to Forrester, only 12.5% of CMO's are responsible for activities related to customer service - http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/. Jay - thank you for commenting on my blog. The key in defining that brand is not just the pre-sale activities, but also and perhaps more importantly the post-sale activities.

Unfortunately, and according to Forrester, only 12.5% of CMO’s are responsible for activities related to customer service - http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/.

]]> By: Jay Ehret http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1017 Jay Ehret Tue, 25 Mar 2008 20:12:04 +0000 http://www.emergencemarketing.com/2008/03/24/your-brand-is-defined-by-the-ui-between-your-company-and-your-consumers/#comment-1017 Great explanation of the brand-consumer relationship! It is a common "New Marketing" myth that the customer owns the brand, and not the company. This is, of course, not true. As you have so eloquently described, the customer defines, not owns, the brand. That definition is based on how the company interacts with the consumer. Great explanation of the brand-consumer relationship! It is a common “New Marketing” myth that the customer owns the brand, and not the company. This is, of course, not true. As you have so eloquently described, the customer defines, not owns, the brand. That definition is based on how the company interacts with the consumer.

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