Branding used to be about “Who am I!” Now it’s about “Who are You?”
Building a kick-ass brand for a new product or service is a lot more than a cute logo and catchy catchphrase (though these are important elements, too).
A major PR blitz or media campaign won’t click unless you know what messages and visuals click with your identified target audience. So measure the message, not the reach and span.
Listening, data mining, messaging – that’s branding!
“Gen-Xers like purple” doesn’t cut it anymore, either. Demographics are so Gallup Poll. Behavioral segmentation identifies your audience by the way they identify themselves. “White, male, 35″ is out.
“Moby, Pad Thai, Converse” – that’s targeting!
