In Control of your Brand?

By: Moses Mehraban on May 21, 2008 
Filed Under Branding


Marketers want to feel they’re in control of their brands. But customers show us that’s not how the game is played anymore. Regardless on the volume of advertising and brand positioning, at the end of the day, customers will perceive your brand based on their own experience and world view.

Still think you’re in control? Then take a look at the Brand Tags Game – the basic idea of the game is that a brand exists entirely in people’s heads. Therefore, however you position your brand, other’s will perceive it differently.

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Here are just five (5) of many interesting trends from Brand Tags:

  1. Twitter “useless”… but don’t tell that to Pistachio
  2. Taco Bell “diarrhea”
  3. Apple “innovation”
  4. Hilton Hotel “Paris Hilton”
  5. London 2012 Olympics “Ugly”

Here are more trends.

At the end of day, what we can learn from this, a brand can’t just own one, but according to Seth “there’s no reason why you can’t build a micro one, a local one, a brand that’s magical for a smaller group of people”.

Filed Under Branding

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One Response to “In Control of your Brand?”

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