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April 27, 2004


Chris Eklund

Andreas mentioned Britax and I'd like to add on to that. While I hadn't seen any advertising for Britax, a little searching on the internet revealed a lot of proud owners willing to say as much. Comments posted to Amazon only made the buying decision easier. Loyal satisfied customers spread the word and for $0 of ad spend, Britax got a sale. I'm also impressed with the seat and now a happy Britax owner. Now that I have a 'bond' with the product/brand, I'm much more tolorant of a safety recall, color options, and the like. I'm looking for reasons to continue the relationship not reasons to break it. My celluar provider Verizon is another matter. My displeasure with their service quality has me searching for reasons to pick a new provider once my contract expires. Loyality and trust can not be underestimated or undervalued!

David St Lawrence

I'd like to add to my comment on your earlier post, using the new examples you have given. In each, you are using a particular aspect of branding (brand as a promise, expectation of a level of service, delivering what is promised, etc.) to explain how to spur revenue in each area.

If you leave the word brand out, but communicate the conceptual functionality of what a brand can do, you have a powerful message without the need to clear the many definitions of "brand."

If you must, you can always add a footnote that hints at the increased control of revenue that comes with a complete understanding of the concept of a brand.

Andreas Fuegner

TTBOMK, Volvo did offer child/baby seats for a while, without success.

Another brand (by Britax) covers "safety,
reliability and security" very well and
brands are not that relevant in this category.

PS: THX for your blog, it is always interesting.

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