Tell me what you think of this idea: “branding is a behavioral expectation.”
I’m presenting with Jody Gnant today at the Arizona Entrepreneurship Conference about “branding and social media.” Honestly, after reading Branding Only Works on Cattle, I’ve been struggling with the role of brand in marketing and communications, especially the latter.
But one thing that came to mind solidly was this:
I don’t want to fly McDonalds Airlines.
Why? Because I have expectations of “McDonalds” that don’t match with “want to land safely.”
I don’t want to rent a car from Snickers.
I don’t want to get book recommendations from Senator Ted Kennedy.
I don’t want to eat at Microsoft, the Restaurant.
I do want to consider Richard Branson’s next move.
I do want to know what Matt Mullenweg does next.
I do want USAToday to evolve into a business traveler’s services organization.
I do want GM to get into the transportation business, not the car business.
I do appreciate the new Adventures by Disney product, no matter what you say.
So are those expectations of behavior? Yes. Is that what we can sum up as the main purpose of branding? Managing people’s expectations of our brand’s behavior?
Help me think about this, would you?
Photo credit, iboy Daniel