Like it or not, Mr. Dyson has built a successful brand

Written by Judith Ricker

Ms. Judith Ricker Comment on Advertising Age article: James Dyson: 'I Don't Believe in Brand' - But Does the Design Icon and Vacuum Cleaner Salesman Protest Too Much?

A "brand" is not about advertising, logos, slogans or hype. It is the sum total of the assets and liabilities represented by a product or a company, and it is the promise made to the marketplace. Great brands are differentiated in relevant ways. Chobani yogurt built a powerful brand largely without advertising. Apple built a mega-brand by tightly integrating the products and experience end-to-end. Like it or not, Mr. Dyson has built a successful brand through differentiated and compelling products, in part communicated through his advertising.

To read the Advertising Age article CLICK HERE.

For more information about Market Probe’s approach to Brand Passion research CLICK HERE.

Judith Ricker is Executive Vice President, Brand Research and Consulting at Market Probe CLICK FOR JUDITH'S BIO.

Comments

Add New

RSS

Michael Lowenstein - Executive Vice President

|68.44.1.xxx |2012-05-04 07:11:30

Mr. Dyson is entitled to his somewhat hubris-motiv ated opinion; however, this i
s very much a "ma n cannot live by bread alone" issue. The pote ntial v
alue-in-use of his expensive vacuum cleaner s must be communicated, and the trus
t and image of his products must be supported by messaging. Wha t Dyson is end
eavoring to create in his advertisin g is expectation (or promise) of a special,
brande d customer experience, something all marketers wan t for their products
or services. I would offer t he following two articles in support of Judy's com
ment:

http://www.customerthink.com/blog/rethinkin g_the_behavioral_impact_of_c
orporate_reputation_an d_image

http://www.customerthink.com/article/cust omer_a
dvocacy_and_the_branded_experience

Reply | Quote