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Did you see Steve Yegge's OSCON '07 talk on branding? I'd post a link but it was originally hosted on blip.tv and no longer exists online. It's by-far the mos
by EvanPlaice 11y ago
Did you see Steve Yegge's OSCON '07 talk on branding?
I'd post a link but it was originally hosted on blip.tv and no longer exists online.
It's by-far the most influental talk about marketing I've come across covering the 'New Coke' branding kerfuffle as well as a lot of other great examples (ex Southern Bell's rebrand to AT&T).
The message, a brand is essentially an immutable const identifier in the minds of the users. Once people establish a firm perception about a brand, it sticks for life. Diluting a well established brand by turning it into an 'umbrella brand' does nothing but erode its value and confuse the users. Once the damage is done, it can't be undone.
- Camillo 11y agoCan it be hosted somewhere else? It sounds really interesting.
- EvanPlaice 11y agoI have a copy archived but am hesitant to post it on YouTube because of copyright issues.
- dsco 11y agoIt's located here http://tvuol.uol.com.br/video/oscon--how-to-ignore-marketing--0402D0C90386/ http://tvuol.uol.com.br/video/oscon--how-to-ignore-marketing...
- davemel37 11y agoYou should read one (or all) of Al Ries's books. http://www.ries.com/books/ http://www.ries.com/books/ My bet is that the talk you saw is based on his research and theories that date back to the 1970s.
- EvanPlaice 11y agoThe '22 Immutable Laws of Branding' was mentioned in the talk. The speaker mentioned that it has a lot of great content if you ignore the shockingly bad predictions about the future of advertising on the web. I'll definitely add them to my reading list.