tag:blogger.com,1999:blog-6304725303684204800.post1398871884194912094..comments2011-05-06T12:51:23.197-07:00Comments on Carol Welker: I've been hoodwinked!What I'm trying to say...http://www.blogger.com/profile/16372319941735225840noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-6304725303684204800.post-49023647653013232842011-03-27T12:48:11.880-07:002011-03-27T12:48:11.880-07:00It will be interesting to see the role of touch ov...It will be interesting to see the role of touch over the next few years, certainly!Kim Knighthttps://www.blogger.com/profile/14095027638459958812noreply@blogger.comtag:blogger.com,1999:blog-6304725303684204800.post-14051562493659187332011-03-24T22:47:35.490-07:002011-03-24T22:47:35.490-07:00You are correct about there being other cars that ...You are correct about there being other cars that perform well. That's why it's all about the brand. BMW may not perform any different than say Toyota, but because the word "performance" is branded so closely with BMW, that's what car company comes to mind when you hear the word "performance". If Hyundai had branded themselves as a high end car company instead of a budget car, they wouldn't be trying to change everyone's perception of them right now.<br /><br />I don't think What-a-Burger should use touch as their branding strategy. They have a really good one now. I was just using that as an example. Cup texture and their ketchup are two of the reasons I go to What-a-Burger. I don't really even like their food...isn't that crazy, but I like their cups and their ketchup containers. Oh, and their milkshakes. I was just noticing one day (as I was drinking a What-a-Burger drink) the texture and how nice it was to "feel" something besides a hard, cold computer. So I was throwing the idea around in my head that touch could very well serve as a brand identifier in the future.<br /><br />Another example on brand associations, I associate "good french fries", "yellow arches", "the color red", and "cheap cups and crappy drinks" with McDonald's. It's all about associations. The more brand associations (nodes) you have in your brain, the easier it is for them to connect, forming greater brand awareness.What I'm trying to say...https://www.blogger.com/profile/16372319941735225840noreply@blogger.comtag:blogger.com,1999:blog-6304725303684204800.post-66282384390154839942011-03-24T11:48:47.412-07:002011-03-24T11:48:47.412-07:00You did a great job of anticipating my question. I...You did a great job of anticipating my question. I was about to note that I wanted to ask you how companies should up the ante on their branding, when I read the next paragraph.<br /><br />Very interesting impressions about the importance of the uniqueness of the brand. There are certainly other cars that perform well, are reliable, or are safe, but it would seem that consistency plays a key role here.<br /><br />I wonder how you would compare these companies to Apple or Nike? Do they have a similar uniquely identifiable characteristic? Or does hype play a role in their popularity?<br /><br />Also, I love your thoughts on touch. I bought this book last year but still have not gotten around to reading it: http://www.amazon.com/Touch-Sensuous-Theory-Multisensory-Media/dp/0816638896<br /><br />I do have to ask though, do you think the tactile quality of the Whataburger cup could really become the touchstone of its branding strategy? How can a quality like this be utilized?<br /><br />And finally what do you make of Cialdini's choice of the term 'weapons of influence"? How does this signify differently than, say, "tools" or "techniques"?Kim Knighthttps://www.blogger.com/profile/14095027638459958812noreply@blogger.com