Network Discussions
The ultimate in downsizing
“(Is) it time that we start to rebrand branding? There is
much misunderstanding about what branding is, or should
Architecthttp://wwwL.linkedin.com/in/lsde-arry Sauer, Principal at L
http://www
arry Sauer Design Studio
.lsdesignstudio.com/
be, even among marketers let alone hard-nosed CEOs and
LLC
signstudio
in Cabin John, MD (near Washington, DC), referenced
engineers.”
the site http://www.tumbleweedhouses.com and wrote:
http://www
Justin Jacobs
.linkedin.com/in/justincjacobs
, Marketing Manager at William H
http://www.whga.com/
. Gordon
“Now this is the ultimate in downsizing for these times.
http://wwwAssociates.whga.com/, responded: “Interesting viewpoint. I think the
Comments?
key to any successful branding initiative has to meld the ex-
http://www
Rhea V
.linkedin.com/pub/rhea-
aflor at Corporate Interiors responded:
pertise of both the ‘flaky marketers’ and the ‘number crunch-
vaflor/0/7a8/a60
“Bigger isn’t always better. The June 2009 issue of ‘Dwell’
ers’.”
http://www
Roxanne Edwards
.linkedin.com/in/roxanneedwards
, AIA, Principal at
http://www
EEArchitects
.f-e-
features beautiful modern homes (houses and apartments) design.com/ee_archi-
wrote:
all under 1,000 sq. feet.
“The value of the work BRANDING is decreasing due to the
tects/index.html
“In 1970, the average U.S. home size was 1,400 sq. ft. In
less brand savvy who have the misperception that it is a
2008, the average size of a U.S. home was 2,438 sq. feet. It
company mark or colors. BRANDING is a higher level of
would be interesting to study what made U.S. consumers
thinking and does not to be rebranded itself in my opinion.
vastly increase the size of homes because average house-
The way to avoid the downward spiral to a buzz word with
hold size decreased from 3.14 individuals in 1970 to 2.57 in-
BRANDING would be to educate those less savvy to under-
dividuals in 2007.
stand that BRANDING is a persons gut reaction or feeling
“In light of the challenging economic environment and
about a product, service, or company. While we cannot dic-
growing ecological concerns, a great number of people are
tate a corporate brand perception we can create and control
questioning the conventional “wisdom” that you have to
identity that positions for the intended brand outcome.
buy/live in as much house as possible.
“Please educate the anti-branders before it is too late....”
“From a design perspective, the Tumbleweed houses are
http://tinyurl.com/7aq79t
She recommends the downloadable PDF
http://tinyurl.com/7aq79t
: “How to
not particularly innovative. I was sad to hear that Michelle
bridge the distance between busienss strategy and design”
Kauffman Designs closed its doors; she had some interest-
by
http://www
Marty Neumeier
.neutronllc.com/
as a great resource for baseline brand-
ing takes on prefab construction.”
ing.
http://www
Dorlise O’Hara
.linkedin.com
at
http://www
American Office
.americanof-
responded to Rhea:
Marketing and Communication Specialist http://www.linkedin.com/pub/alexandra-brown/10/469/180Alexandra
/pub/dorlise-o- fice.com/
“I so second that, Rhea. When I went to the solar homes
http://www
Brown
.linkedin.com/pub/alexandra-brown/10/469/180
hara/8/22/657
commented:
contest on the mall a year or so ago . . . and (The University
“Branding is more important in professional services than
of Maryland) took second to Germany, I went away with so
in product sales. After all, as a consumer I can experience a
wanting that home. Value engineering, green and with hope
product and can reasonably expect that the next tube of Col-
for the future.”
gate will be the same as the one I am using now. The prod-
uct is consistently the same. Not so in professional services.
Do we need to rebrand branding?
“We’re selling something that does not even exist yet.
And my next project with you, I might have a different staff
http://www.linkedin.com
member I am working with, different circumstances etc. It
/pub/christopher-
Christopher Preece, associate professor at International Is-
preece/10/71b/2b8 http://christopher-
is impossible for a client to evaluate all possible scenarios.
lamic University in Malaysia, posted a link to his blog entry
preece.blogspot.com/
,
Whether they admit it or not, the hiring decision is made
where he observes:
based on ‘gut feeling’. An important role of branding in pro-
“David Meerman Scott
http://www.davidmeer-
asserts that ‘branding is only for
manscott.com/
fessional services then is to help clients distil a lot of infor-
cattle’! His argument is that marketers who ‘obsess about
mation into a consistent message that appeals to their gut.
brand usually focus on aesthetics over buyers. They are
“But I believe the most important branding role is internal.
more interested in the colour scheme of the Web site than
Roxanne, I agree, quality never goes out of style - what qual-
in meeting their buyers’ needs with a content marketing
ity is however, is as individual as the people in our organiza-
strategy. They care about logos not buyers.’
tions providing services and the clients consuming the
“Whilst I feel David is harsh in saying that ‘marketers are
services. The true value of branding is to settle on a concrete
a bunch of flaky wimps’, he does make very sensible points
image of the quality clients can expect when dealing with
for those engaged in marketing and branding in the busi-
our firm and then to make sure that everyone inside knows
ness-to-business market space. He maintains that ‘while the
how to paint that picture (deliver on the promise).”
rest of the organization is focused on metrics and revenue
http://www
You can participate and initiate discussions at the Design
and ROI and reaching buyers, these ineffective marketers
and Construction Network site.
.linkedin.com/groups?gid=926787
are worried about how the T-shirts look.’
18
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32