Building Bandwidtch Means Building Everything
Sergio Zyman and Scott Miller echo something I’ve been saying for a while: “It’s no different in the world of clicks than in the world of bricks-and-mortar. It’s business. It’s about selling stuff and making money. Brands today and tomorrow will be built the way they were yesterday: They will be built on the basics.” Amen.
So why should catalogers read “Building Brandwidth: Closing the Sale Online?” At first glance it appears Zyman, consultant and former chief marketing officer at Coca Cola, and fellow co-author and business partner Miller wrote this book primarily for the dot-coms.
But “Building Brandwidth: Closing the Sale Online” is an excellent refresher course for all marketers—BAMS (bricks-and-mortars), dot-coms and BAM-dot-coms. In this age of hype, marketing confusion and chaos, multi-channel and single-channel marketers will appreciate Zyman and Miller’s strategic “basics first” approach to brand building. As the authors define it: “E-marketing is everything marketing, and everything communicates.”
Futurist Faith Popcorn recently wrote similar concepts in her book, “EVEolution.” “Everything matters,” she notes. “You can’t hide behind your logo.”
Tom Peters, a brand fanatic, says, “Branding is the only way to stand out in a crowded marketplace. Create a distinct personality, and then tell the world about it any way you can!”
To Zyman and Miller, building brandwidth means building a brand that:
• explains the product or service;
• connects consumers’ wants and needs;
• enhances the value of the product or service and the company from which it comes; and
• distinguishes itself from all competitors and from the consumer sin of not doing anything at all.
And how does all this happen? Zyman and Miller insist the same rules apply again and again to the development, growth and management of brands. They are developed along five key dimensions:
• presence—the way any brand gains consumer awareness and acceptance;
• relevance—the way your brand fits into your customers’ lives and how it meets their needs and desires;
• differentiation—a perception that your brand is unique from all competitors;
• credibility—delivering on the expectations of the brand promise; and
• imagery—four kinds: user (what kind of people use your product), usage (what it feels like to use your product and be associated with your brand), product (direct image of the product and the product in use) and associative (about the company you keep—the brands, individuals, institutions, and events closely identified with your brand).