Branding is Ineffective Irritating Impotent and Irrelevant by Augustine Fou

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Telling customers how great your products are is no longer relevant to the savvy, modern consumer, who is also empowered with a wealth of information online that he or she can use to make the purchase decision. Brands that earn their reputation through consistent delivery is the way to go. Then customers would even be happy to tell your story for you.

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  • Hi. Interesting point of view but with a lot of missing information.

    1) Who said it is all and always about quality? If you ask to consumers: 'why do you buy Apple?' or ' Why do you buy Ray Ban?'....Would they talk about quality?

    2) Branding is NEVER the unique cause for an increase/reduction in sales. This is too simplistic, there are many other factors to take into consideration.

    3) People search for products.Why? Because Internet is a way to get all the information and compared. You in the phase 2 of the purchasing process.
    1. they realise they need a Van
    2. they look for information in order to take the decision
    3. they compare---> HERE IS THE ROLE OF THE BRAND

    If they will write 'brand + product' is because they already made the decision or they just want to confirm it!

    4) Who said that consumers can not be in the center of the experience? Experiential marketing.. BTW this is not branding is advertising.

    Branding is a word used to describe too many things. You should first detail what do you mean by branding since you are mixing many fields here.

    In any case, the presentation os very simplistic and it is very easy to do exactly the same demontrating the opposite...only choosing the right examples. ;)

    this is my humble opinion. (manager of an office of branding agency)

    thanks!
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  • Hi Augustine,

    I'm not agree with you at all because it's your opinion.

    I give you a simple example - may I know your shirt brand?

    Amit Patriwala
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Branding is Ineffective Irritating Impotent and Irrelevant by Augustine Fou

  1. 1. Augustine Fou- 1 - Branding is Ineffective and Irrelevant - 1 - Dr. Augustine Fou http://linkd.in/augustinefou September 2013
  2. 2. Augustine Fou- 2 - Telling vs Earning “Telling customers how great your products are is no longer relevant to the savvy, modern consumer, who is also empowered with a wealth of information online that he or she can use to make the purchase decision. Brands that earn their reputation through consistent delivery is the way to go. Then customers would even be happy to tell your story for you.” Augustine Fou- 2 - - Dr. Augustine Fou
  3. 3. Augustine Fou- 3 - Source: Integer Group and M/A/R/C Research, Sept 2013 Consumers No Longer Associating Name Brands With Higher Quality
  4. 4. Augustine Fou- 4 - Example: JCPenney (2012) Rebrand Est. Cost $100 million • Revenues: -20% • Store Traffic: -10% • Facebook comments: 80% negative
  5. 5. Augustine Fou- 5 - People search for products … instead of brands. Search volume much higher on product term than the “brand + product” term.
  6. 6. Augustine Fou- 6 - Telling users about an experience … is not the same as them experiencing it.
  7. 7. Augustine Fou- 7 - Example: Jlo/Fiat (2011) “the jlo ad” “Fiat, who?” Fiat’s TV ad generated huge search interest for Jennifer Lopez but had virtually no impact for Fiat, launching the 500C.
  8. 8. Augustine Fou- 8 - $10 billion of TV ads … …could not save Budweiser. 1988: 50.4M barrels 2001: 33.4M barrels 1996 “bud”-”why”-”zer” 2012: 17.7M barrels 1999 “whassssuuuuup?” 2010: $555 million ad spend
  9. 9. Augustine Fou- 9 - Dr. Augustine Fou – Digital Consigliere “I study trends and advise clients on optimizing their ad spend, whether in digital or traditional channels. And I tell it like I see it (as in the data).” Clients hire me for my experience and my objectivity. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  10. 10. Augustine Fou- 10 - Related Articles Re-branding is a Total Waste of Time and Money By: Augustine Fou, April 2012 How to Steal ROI from Competitors’ Branding Efforts By: Augustine Fou, June 2012 The Biggest Lies of TV Advertising By: Augustine Fou, March 2012 Comparing Media Costs Across Channels (Normalized to CPM) By Augustine Fou, January 2013 Digital Tactics Kick Traditional Tactics in Cost Effectiveness By: Augustine Fou, March 2012 Augustine Fou- 10 -

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