BrandDigital | BrandSimple: The Blog

Why should I buy this? That is the ultimate question on every consumer’s mind. Conversely, why should they buy it must be the ultimate question on any brand manager’s mind in order to make the sale.

In my newest column on Forbes.com I explore the two fundamental answers to this question. Yes, there are two. And, yes, each is based on the branding fact that you must offer something that is both relevant and completely different than any other brand out there in order to be successful. Where these two answers diverge is a matter of whether the product can sell itself – is it inherently different and relevant? Or, must the marketing team look for way to position it as different and relevant?

In a marketplace deluged with brands and branding channels, each is a challenge. Take a look at the article and see which marketers are meeting this selling challenge and winning

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With so many brands on the defensive over the past couple of years, most recently the humbled Tiger Woods brand, it’s become apparent that planning for ‘what if’ should be on every company’s brand management to-do list. With digital technology shining a brighter light than ever before on good deeds and, more to the point, bad deeds, it’s critical to do some proactive thinking about dealing with a transition in brand status, be it voluntarily or required due to person or product failure.

While this has been on my mind for some time, it was Tiger’s announcement that he would be on the roster at the Masters Tournament that got me to really focus on what it means to play defense, or offense, in a digital world. To say that time to action must be compressed is an understatement. To say that companies who think ahead of the competitive curve in this fast-moving environment are smart, equally so. Take a minute to read my recent column in Forbes Online about this topic.

Macmillan, the Parent company of my publisher Palgrave, has invited me to participate in a promotion to celebrate the paperback release of my new book, BrandDigital. They’ve set up a three-book prize giveaway, which includes BrandDigital, my first book, BrandSimple, and a book by Erika Andersen entitled, Being Strategic.

Here’s how to win: Write a comment on this post naming a company any size or industry that you think is being strategic about their brand; approaching branding in ways that are both innovative and powerfully focused on the future.

Erika will be posting this on her blog, as well, and Macmillan will choose 3 winners from the entries we receive. We’ll announce the winners on our blogs, and each winner will receive his or her copies of the three books directly from Macmillan. (And now for the legalese: the contest is only open to US and Canadian residents, and the prizes cant be sent to a PO box.)

The contest starts right now and ends on November 2nd, so start your mental engines!

I look forward to reading your comments….