Marketing Fail: or brand recognition

One of the challenges of a consumer brand* is the concept of brand recognition. Getting your brand in front of your potential customers…ensuring that it is top of mind…hoping that enough familiarity will be built that, at some point, your brand is “verbed.”

Remember, “It is not the verbing that weirds the language, it is the renounification.”

What do I mean by “verbed”?

Frankly, I’m not quite sure. Let me google it.

The challenge with building recognition is that you have to test the methods by which your brand is discovered. A simple example is the concept of a subsidy. By “giving” the consumer something they desire, either through your brand or by using your brand, you can greater awareness.

But it is not always that simple…

Take, for example, my experience this morning at the airport. DIA offers free wifi for the cost of a 30 second advertisement. In this case, I could simply use Bing as a search utility (from the authorization page) and wifi would be granted. Unfortunately, the process didn’t quite work as the brand would have hoped.


What’s your perspective? Agree? Disagree? Anything to add? Critiques? The comment form is below…

Written in seat 10F – DEN to SFO

* And, in fact, one of the reasons I’m so thrilled to work for a platform company.

November 3, 2009

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