Comments on: PR 101 Lesson #97 When Does A Mere Product Become A Brand? http://www.pr101.biz/pr-101-lesson-97-when-does-a-mere-product-become-a-brand/ The inside scoop on public relations, marketing and social media Thu, 22 Dec 2011 02:03:30 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Leslie McKerns http://www.pr101.biz/pr-101-lesson-97-when-does-a-mere-product-become-a-brand/comment-page-1/#comment-4912 Leslie McKerns Wed, 06 Apr 2011 16:44:19 +0000 http://www.pr101.biz/?p=1270#comment-4912 Thanks for this! About the iconic Arrow shirt and the Arrow Collar Man - you are right, it's not just how others perceive you, it's how YOU feel. If by wearing the shirt, you feel the part (successful, strong, capable) you will quietly, but powerfully project that outwardly. So for branding, ask - does your brand make the customer feel "just like that" - or to aspire to be "just like that"? The exclusive club has a key, and your brand is the key. And for a brand, that's the grail. Thanks for this! About the iconic Arrow shirt and the Arrow Collar Man – you are right, it’s not just how others perceive you, it’s how YOU feel. If by wearing the shirt, you feel the part (successful, strong, capable) you will quietly, but powerfully project that outwardly.

So for branding, ask – does your brand make the customer feel “just like that” – or to aspire to be “just like that”? The exclusive club has a key, and your brand is the key. And for a brand, that’s the grail.

]]> By: Carla Anne Ernst http://www.pr101.biz/pr-101-lesson-97-when-does-a-mere-product-become-a-brand/comment-page-1/#comment-4868 Carla Anne Ernst Mon, 04 Apr 2011 18:48:17 +0000 http://www.pr101.biz/?p=1270#comment-4868 Great article. Really supports basic branding principles of understanding a product's differentiation, credibility and market relevance in order to identify a strong brand idea. Best, Carla Anne Ernst Great article. Really supports basic branding principles of understanding a product’s differentiation, credibility and market relevance in order to identify a strong brand idea.
Best,
Carla Anne Ernst

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