http://deniseleeyohn.com/bites/2009/01/12/brand-building-yohn-on-ries/ stuff for your brain to chew on Thu, 17 May 2012 14:50:55 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://deniseleeyohn.com/bites/2009/01/12/brand-building-yohn-on-ries/comment-page-1/#comment-137 Jonathan Salem Baskin Wed, 14 Jan 2009 11:57:24 +0000 http://deniseleeyohn.com/bites/?p=891#comment-137 I agree...the devil is in the definitions. I think the broad conclusion that Ries makes -- that building a 'brand' and a 'business' can often be two different things -- gets at the heart of the difficulties most marketers face, which is that they can often be very successful at what they do (and how they measure it) while the company might not see any tangible benefit from said successes. That's why I like the 'brand as business' approach that Denise proposes. I agree…the devil is in the definitions. I think the broad conclusion that Ries makes — that building a ‘brand’ and a ‘business’ can often be two different things — gets at the heart of the difficulties most marketers face, which is that they can often be very successful at what they do (and how they measure it) while the company might not see any tangible benefit from said successes. That’s why I like the ‘brand as business’ approach that Denise proposes.

]]> http://deniseleeyohn.com/bites/2009/01/12/brand-building-yohn-on-ries/comment-page-1/#comment-134 John Fishback Tue, 13 Jan 2009 04:40:00 +0000 http://deniseleeyohn.com/bites/?p=891#comment-134 Your question of definition - how are we defining "building a brand" is a great one. But to me, that question points to a much larger one: How are we defining "category." "Category" and (more provocatively) "industry" seem to me to be losing relevance. What a company does - the verb that describes how it helps customers - seems to me far more relevant to brand than the category in which it does that thing. Your question of definition – how are we defining “building a brand” is a great one. But to me, that question points to a much larger one: How are we defining “category.” “Category” and (more provocatively) “industry” seem to me to be losing relevance. What a company does – the verb that describes how it helps customers – seems to me far more relevant to brand than the category in which it does that thing.

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