RE: Value of brand

Austin Govella wrote:
> Besides 'Managing the Customer Experience', are there any other books
> you can recommend on brand? I already have 'The Brand Gap' on my
> short-list. Should another book usurp it's position?

 
The Infinite Asset :: Managing Brands To Build New Value by Sam Hill and Chris Lederer © 2001 discusses how brands relate to one another as a portfolio (Miller, Cadillac).
 
a new brand world :: 8 Principles for Achieving Brand Leadership in the 21st Century by steve bedbury with stephen fenichell © 2002 discusses an individual brand.
 
New Riders used to house a PDF presentation of the ideas in The Brand Gap :: How to Bridge the Distance Between Strategy And Design by Marty Neumeier © 2003. { www.newriders.com/brandgap } if it's still posted.
 

________________________________

From: Austin Govella [mailto:[email protected]] 
Sent: Tuesday, February 15, 2005 3:40 PM
To: [email protected]
Subject: Re: [AIGAExperienceDesign] Value of brand


> For a quick understanding of the value brand plays, let's look at coffee:
> 
> Exxon = $0.25
> If you're lucky, it's caffeine that can also function as writing ink.
> Brand projection: It¹s a barebones product to fulfill a mobile need.
> 
> McDonald's = $1.14
> A fast food coffee perked with tap water.
> Brand projection: This beverage is meant to serve as a compliment to a fast
> food breakfast.
> 
> Starbucks = $3.75
> A high quality bean that has been temperature-controlled percolated with
> filter water.
> Brand projection: This beverage is built around the experience of sipping an
> established high-quality coffee at your leisure.
> 
> Based on brand delivery/quality, people view each product with a sense of
> value. All products provide the caffeine jolt, but the quality of product is
> communicated differently. With brand as a voice, the world is given an
> understanding of ³what² they can expect from each brand.

But this assumes Exxon, McDonalds, and Starbucks are selling coffee,
which they aren't.

Each is selling experience. Exxon sells the experience of staying on
the road. McDonalds sells us the ability to sustain ourselves despite
our busy lives, and Starbucks is selling roses for you to stop and
smell (a treat).

An individual product's brand experience (like coffee) would have to
be in line with the overall experience, right?

It seems like we're saying similar things with different words.
Besides 'Managing the Customer Experience', are there any other books
you can recommend on brand? I already have 'The Brand Gap' on my
short-list. Should another book usurp it's position?

-- 
Austin Govella
Grafofini: the web team 
http://www.grafofini.com
[email protected]


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PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an interdisciplinary community of professionals who design for a world in which experiences are increasingly digital and connected. This list has been established as a forum for the exchange of information among community members.

TO VIEW ARCHIVED MESSAGES: visit http://groups.yahoo.com/group/AIGAExperienceDesign

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