We get into some interesting debates here in the halls of IFMG. As a marketing services company that has built a business around lead generation for auto finance, we understand a lot about how to reach out to prospective customers and get them to respond to a call to action.  But it also means that we engage in some animated discussions around the strategy and tactics we can use to do that. Recently we’ve been taking another look  at one of the fundamental concepts of marketing, branding.

Opinions vary, but what it boils down to is this: how do you define a brand?  Is it the word-association game you play when someone mentions a company’s name? Is it the logo? Their message? The tagline?

If it’s done well, it’s widely recognized like Apple or Coca-Cola. Their names conjure up full experiences, for better or for worse. It can help increase stickiness and determine any given potential consumer’s propensity to buy.

Personally, I like Seth Godin‘s description:  “If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.”  (“define:Brand“, December 13, 2009)

If that’s the case, and there are no associations for a company name or a brand, then does changing a logo really have any effect on how a company performs in the marketplace?

Amy Taggart is Marketing Manager for Interactive Financial Marketing Group.

Tags: brands, logos, marketing, taglines, teamwork

This entry was posted on Thursday, July 29th, 2010 at 9:33 am and is filed under Marketing Views. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.