Tuesday Apr 1, 2014 by Mike Troiano - Chief Marketing Officer, Actifio
I was at a dinner recently where an accomplished entrepreneur said the brand “didn’t matter.” I almost popped a blood vessel.
He wasn’t referring to the brand, actually, just using the term indiscriminately to refer to what was really a kind of tagline. But it’s emblematic of an ignorance about the nature of brands that is stubbornly common in Boston. And if anything threatens to restore our second tier status, I believe it’s this.
So what is a brand, to people who know better?
As I recently tweeted, your brand is the world’s collective emotional response. It’s the envelope for your product’s rational benefits, the emotional value proposition that guides people toward or away from whatever it is you’re selling. And if you think it doesn’t matter, you don’t understand how people make decisions.
If you do, and you want to do a better job building your brand to support your go-to-market effort, here’s what you need to do:
I’ve spent my whole career thinking and learning about brands, and I’m still learning every day. Brands are as richly nuanced and as fascinating as the people they inhabit, so to be a student of branding is to be a student of human response.
But if you don’t have time for that, and you just want to do something now to help advance the interests of your business on this dimension, do the above. It will at the very least provide you with a sensibility about brands that gives you an edge over the persistent corner of our community that just doesn’t get it. And it just might make the difference between winning and losing.
Mike Troiano is the Chief Marketing Officer at Actifio. You can find this blog post, as well as additional content on his blog called miketrap.com. You can also follow Mike on Twitter (@miketrap) by clicking here.