Don E. Schultz is one of the most important marketing gurus in the world… His book ‘Brand Babble’ brought a new approach to the understanding of brand creation and brand protection. He says: “If you can create a good brand for the customers then your brand will grow. But if there are expectations about what you can offer and you cannot deliver them, then serious problems may arise.”
BRAND BABBLE THE GREATEST THREAT
Don E. Schultz ranks amongst the most important marketing gurus of all time. His new book ‘Brand Babble’ brings a fresh approach to concepts of brand creation in marketing and brand protection. Schultz says that the mistakes that have been made in brands and brand creation should serve to inform, direct and guide companies. The basic reasons for the writing of the book were the mistakes that were made.
Don E. Schultz answered Capital’s questions about his latest book ‘Brand babble’.
What are the most important strategies that companies should not overlook during the process of creating a brand?
I think that the most important stage is the company’s decision to work on a brand. The company goes and signs an agreement with a consulting company and explains what it wants in terms of creating a brand and how it will be established, what messages it wants to give and what colors it will use. In fact, the value of the brand is related to the extent to which the company can deliver these. As a result, I think that the establishment of a brand starts inside, not outside, the company.
What is the role of consultants in creating a brand? What recommendations would you make for companies working with brand consultants?
I think that the best thing that a brand consultant can do is hold discussions and to bring together what the firm is, what it wants to do and how, what holds the workforce and management together and what they can offer to the customer.
What are the mistakes most frequently made by companies when they are creating a brand?
Companies are making a mistake if they think that they have control of the brand, that they can do whatever they want, and that if they have done sufficient advertising and sent sufficient messages then they can make people believe whatever they want. What is important for a brand today is not how it has been advertised but the experience of the customers regarding the product or service.
MISCONCEPTIONS IN BRANDS
There are a lot of misconceptions about brand creation. What are the most striking ones? What are the realties concerning these misconceptions?
BRANDS GROW WITH CUSTOMERS There are some misconceptions about brands and brand creation. One of them is the belief that you can be successful by giving the customers just about anything and make them believe that you are an excellent company producing wonderful products by using an intensive advertising campaign. But it must not be forgotten that brands grow as a result of the experience that customers have had with them.
EXPECTATIONS SHOULD BE DELIVERED The creation of a brand starts inside, not outside, the company. In many situations people decide to look outside and ask the customers what they want so as to create a brand and determine brand strategy. Of course it is a good idea to ask customers what they want but if you cannot deliver on these expectations then you will find yourselves in an extremely bad situation.