Comments on: The brand is in the details http://tenayagroup.com/blog/2009/08/14/the-brand-is-in-the-details/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= By: Brian Phipps http://tenayagroup.com/blog/2009/08/14/the-brand-is-in-the-details/comment-page-1/#comment-106446 Brian Phipps Wed, 02 Sep 2009 03:50:36 +0000 http://tenayagroup.com/blog/?p=2650#comment-106446 John, I think you're completely correct about the changing nature of "details" in brands, especially as companies move toward co-creating brands with customers. In our digital era, the most critical brand "detail" seems to be how the brand integrates the customer into a wider and more fulfilling world. This is the brand as customer enabler, delivering real value customers can use, rather than some emotional fizz. As such, brand "details" have moved off the product and into the customer proper. As you suggest, great brands will be great listeners. In my view the company/customer brand relationship is at heart a collaborative brand journey, as I've described here: http://tenayagroup.com/blog/2008/05/30/visualizing-the-brand-journey/. The brand model is one of shared iterations, rather than some brand masterpiece delivered from on high. John,

I think you’re completely correct about the changing nature of “details” in brands, especially as companies move toward co-creating brands with customers. In our digital era, the most critical brand “detail” seems to be how the brand integrates the customer into a wider and more fulfilling world. This is the brand as customer enabler, delivering real value customers can use, rather than some emotional fizz. As such, brand “details” have moved off the product and into the customer proper. As you suggest, great brands will be great listeners.

In my view the company/customer brand relationship is at heart a collaborative brand journey, as I’ve described here: http://tenayagroup.com/blog/2008/05/30/visualizing-the-brand-journey/. The brand model is one of shared iterations, rather than some brand masterpiece delivered from on high.

]]> By: John Blossom http://tenayagroup.com/blog/2009/08/14/the-brand-is-in-the-details/comment-page-1/#comment-106445 John Blossom Mon, 31 Aug 2009 15:58:10 +0000 http://tenayagroup.com/blog/?p=2650#comment-106445 Good piece, you bring up key points. I wonder, though, about the power of a brand such as Google which has been built largely on quite imperfect products. It's perpetual "beta" approach is now being curbed somewhat as they focus more on fewer, more finished items, but in general they make it a point to get people hands-on in the product development process at its early stages. In this way, there is a dedicated community of people who get invested in the brand through Google's incorporation of feedback from these enthusiasts. Not every product or company can afford to take this approach, but I do think that the traditional brand development process is being challenged on many fronts. Good piece, you bring up key points. I wonder, though, about the power of a brand such as Google which has been built largely on quite imperfect products. It’s perpetual “beta” approach is now being curbed somewhat as they focus more on fewer, more finished items, but in general they make it a point to get people hands-on in the product development process at its early stages. In this way, there is a dedicated community of people who get invested in the brand through Google’s incorporation of feedback from these enthusiasts. Not every product or company can afford to take this approach, but I do think that the traditional brand development process is being challenged on many fronts.

]]> By: Brian Phipps http://tenayagroup.com/blog/2009/08/14/the-brand-is-in-the-details/comment-page-1/#comment-106436 Brian Phipps Tue, 25 Aug 2009 13:46:32 +0000 http://tenayagroup.com/blog/?p=2650#comment-106436 And brands that respect their customers always seem to take care of the details that count. And brands that respect their customers always seem to take care of the details that count.

]]> By: Eric Brody http://tenayagroup.com/blog/2009/08/14/the-brand-is-in-the-details/comment-page-1/#comment-106431 Eric Brody Mon, 17 Aug 2009 13:28:15 +0000 http://tenayagroup.com/blog/?p=2650#comment-106431 Good post Brian. And I think you raise an extremely important, though sometimes overlooked point. All great brands are supported/bolstered by brilliant execution. Good post Brian.

And I think you raise an extremely important, though sometimes overlooked point. All great brands are supported/bolstered by brilliant execution.

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