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- Download: Integrated Employment Branding Presentation
- Download: Roses in the Thornbush: How Marketing Can Leverage the Value of Recruiting and How Recruiting Can Leverage the Value of Marketing
Employment Branding
(August 25, 2004) A brand is a relationship. Brands only matter to the people who care about them. Mention the brand name outside of the circle of people, who have the relationship, and you will receive shoulder shrugs. Mention it inside the circle and you can spark a conversation full of passion and opinion. The only brands that matter are the ones that people care about. The theory and development of branding has been reserved, historically, for companies that could afford large broadcast media campaigns. The best examples of brand marketing are consumer product companies, from automobiles to popular music to varieties of American cheese. The term "brand" is used to cover a wide range of circumstances from name recognition to deep affinity.
The notion of a brand has been extended to cover some surprising things. FastCompany (http://www.fastcompany.com), the periodical manifesto for those who want to change organizations from within, extends the concept as a metaphor for personal marketing. Peppers and Rogers, the authors of popular books on database and relationship marketing, move the concept to tightly grouped members of a database.
It can be useful to think about branding as an early stage technology. Purely a 20th century invention, branding, like many first generation technologies, began in organizations that could afford clumsy and inefficient approaches because of their sheer size. For the past 70 years, branding has been a game of extensive spending to attract large numbers of people to a single product or company.
Today, however, the tools needed to build very clear, very small niche-oriented brands are readily available. Like much of marketing, the tools are now available from the desktop. This downward evolution of marketing creates both expanded opportunity and expanded responsibility at the department and operating unit levels.
- John Sumser © TwoColorHat. All Rights Reserved.
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Retail Management / Hourly : AllRetailJobs.com
Telecom / Wireless: TelecomCareers.net
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Materials written by John Sumser © TwoColorHat. All Rights Reserved.
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Branding Presentation
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by John Sumser
© TwoColorHat.
All Rights Reserved.