Comments on: Interview with Authors Ramon Vullings and Godelieve Spaas: Marketing & Branding http://freshpeel.com/2008/02/vullings-marketing/ Sun, 29 Aug 2010 19:07:49 +0000 hourly 1 By: Chris Wilson http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-624 Chris Wilson Sat, 23 Feb 2008 23:19:12 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-624 @Martin - And we can bet that the strongest brands out there are very aware of and are involved in as many of their brand's touch points as they can be. Dumbing it down or ignoring just isn't a smart strategy. Thanks for the great resource. I've been looking for something graphical like this for an upcoming presentation. @Martin – And we can bet that the strongest brands out there are very aware of and are involved in as many of their brand’s touch points as they can be. Dumbing it down or ignoring just isn’t a smart strategy.

Thanks for the great resource. I’ve been looking for something graphical like this for an upcoming presentation.

]]> By: Martin Bishop http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-622 Martin Bishop Sat, 23 Feb 2008 03:21:26 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-622 Yes, I think that's right. I recently came across a beautiful, comprehensive and, I think, entirely accurate brand concept map: http://www.dubberly.com/brand.html But it's so complicated! So, I think that what happens is that people pick up on one piece of the map and then use this as a inaccurate proxy for everything: "Brand is a promise", "Brand is experience" etc etc. Just partial truths at best. On the other hand, ignoring brand altogether doesn't seem right either. Yes, I think that’s right. I recently came across a beautiful, comprehensive and, I think, entirely accurate brand concept map:

http://www.dubberly.com/brand.html

But it’s so complicated! So, I think that what happens is that people pick up on one piece of the map and then use this as a inaccurate proxy for everything: “Brand is a promise”, “Brand is experience” etc etc. Just partial truths at best.

On the other hand, ignoring brand altogether doesn’t seem right either.

]]> By: Chris Wilson http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-613 Chris Wilson Fri, 22 Feb 2008 16:55:46 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-613 @Martin - I wonder if the fact that the term "brand" is often convoluted has anything to do with this. Branding means many different things to different people. Sadly most see branding as the visual appearance of a company and nothing more. Instead of clarifying their position, maybe they distance themselves from the term to minimize the risk of being misunderstood. @Martin – I wonder if the fact that the term “brand” is often convoluted has anything to do with this.

Branding means many different things to different people. Sadly most see branding as the visual appearance of a company and nothing more.

Instead of clarifying their position, maybe they distance themselves from the term to minimize the risk of being misunderstood.

]]> By: Martin Bishop http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-584 Martin Bishop Fri, 15 Feb 2008 15:50:17 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-584 Chris, I enjoyed reading your view and reading your blog for the first time. (It's beautifully designed, by the way). I think it's interesting that, despite your prodding, Ramon didn't answer either of your questions about branding directly. I've found this myself when talking to people in other marketing fields (e.g. Seth Godin). They just don't look at things from a branding or brand perspective. I'm not sure whether it's a case of one way being right, the other wrong but it does make communication difficult. Martin Chris,

I enjoyed reading your view and reading your blog for the first time. (It’s beautifully designed, by the way).

I think it’s interesting that, despite your prodding, Ramon didn’t answer either of your questions about branding directly. I’ve found this myself when talking to people in other marketing fields (e.g. Seth Godin). They just don’t look at things from a branding or brand perspective.

I’m not sure whether it’s a case of one way being right, the other wrong but it does make communication difficult.

Martin

]]> By: Idea Sandbox :: Creative Problem Solving :: Weblog http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-1593 Idea Sandbox :: Creative Problem Solving :: Weblog Thu, 01 Jan 1970 00:00:00 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-1593 <!--%kramer-pre%-->Creativity Today. I hope you didn't miss yesterday's installment at the Marketing Fresh Peel with Chris Wilson. Not only did Chris post two interview chunks... one about Creativity & Innovation and the other aboutMarketing & Branding... but also the winners of his creativity contest. Enjoy!<!--%kramer-post%--> Creativity Today. I hope you didn’t miss yesterday’s installment at the Marketing Fresh Peel with Chris Wilson. Not only did Chris post two interview chunks… one about Creativity & Innovation and the other aboutMarketing & Branding… but also the winners of his creativity contest. Enjoy!

]]> By: Brand Mix http://freshpeel.com/2008/02/vullings-marketing/comment-page-1/#comment-1592 Brand Mix Thu, 01 Jan 1970 00:00:00 +0000 http://freshpeel.com/2008/02/vullings-marketing/#comment-1592 <!--%kramer-pre%-->definition doesn't mean that branding is unimportant. Ignoring branding altogether (and being dismissive of it as a practice) which appears to be the approach of some new marketing pioneers doesn’t seem right. A couple of examples below. Links: 1)Creativity Today Review: Where Chris Wilson and I discussed (in the comments) why Ramon Vullings, co-author of this book, did not directly answer either of the questions posed to him about branding. 2)<!--%kramer-post%--> definition doesn’t mean that branding is unimportant. Ignoring branding altogether (and being dismissive of it as a practice) which appears to be the approach of some new marketing pioneers doesn’t seem right. A couple of examples below. Links: 1)Creativity Today Review: Where Chris Wilson and I discussed (in the comments) why Ramon Vullings, co-author of this book, did not directly answer either of the questions posed to him about branding. 2)

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