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Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




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The brand formula

What's a brand?

I think it is the product of two things:

[Prediction of what to expect] times [emotional power of that expectation].

If I encounter a brand and I don't know what it means or does, it has zero power. If I have an expectation of what an organization will do for me, but I don't care about that, no power.

Fedex is a powerful brand because you always get what you expect, and the relief you get from their consistency is high.

AT&T is a weak brand because you almost never get what you expect, because they do so many different things and because the value of what they create has little emotional resonance (it sure used to though, when they did one thing, they did it perfectly and they were the only ones who could connect you).

The dangers of brand ubiquity are then obvious. When your brand is lots of things (like AOL became) then the expectations were all over the place and the emotional resonance started to fade. If the predictability of your brand starts to erode its emotional power (a restaurant that becomes boring) then you need to become predictable in your joyous unpredictability!

If you want to grow a valuable brand, my advice is to keep awareness close to zero among the people you're not ready for yet, and build the most predictable, emotional experience you can among those that care about you.

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Listed below are links to weblogs that reference The brand formula:

» Marketing Focus Equals Brand Resonance from Idea Sellers
Seth Godin, in his post, The Brand Formula, presents a simple evaluation method for determining brand awareness and relative success using a mathematical formula. His calculation is a marvel in its simplicity and effectiveness. His formula is : [Predic... [Read More]

» Brand: Expectation x Emotional Connection x Investment (Price and Time) from milliondare.com
Seth Godin writes out a formula for brand as the product of two different things: [Prediction of what to expect] times [emotional power of that expectation] However, I think hes missing a key element in building a brand:  Pricing.... [Read More]

» You do toomuch from The Journey Blog
I know I said no blogging today but I had to write about this. In Seths post, he talks about businesses stretching themselves into too many areas and how that can water down peoples expectations and emotional response. By doing this, you ... [Read More]

» What is a brand? from rkgblog
My favorite answer to the question, what is a brand?. Our answer: brand is what you do every day. ... [Read More]

» Let's Talk About Branding from Eco-friendly Bamboo Floors by Star Bamboo Singapor
What is branding? To me, it is the mental image that you have of a company and their products. * When you think Volvo cars, you think "safety". * When you think Google, you think "search engine". * When you think Star Bamboo, you ... [Read More]

» Brand extension or branddissolution? from Diablogue
If your brand extension is not relevant or logical to the core brand, you could risk diluting the power of each. Derrick Daye gives fine examples. Seth Godin frames a thoughtful brand formula. Bottom line: Stay true to your core brand and your custome... [Read More]

» Avis Rocks On! from bizsolutionsplus Featuring Solutions to Grow Your Business
Guess the target audience and you win a hearty congratulations as Marketer of the Minute. If the audience is made up of Baby Boomers who love rock, Avis wins. What other audiences might this ad work with? What do the members of that audience look like?... [Read More]

» El poder de una marca from ventasEnInternet.com
Es una multiplicación: [Predicción de qué-esperar con dicha marca] X [Poder emocional de la expectativa] Si veo una marca de la cual no sé que puedo esperar, tiene cero poder. Si sé que puedo esperar, pero es algo que no me importa, cero también.... [Read More]

» Building a Powerful Brand from The Blueprint
Another insightful post from Seth Godin on branding and building your brand. He talks about the brand of ATT (or Cingular) versus FedEx. With FedEx you get what you expect. With Cingular you almost never get what you expect. How often do your customers... [Read More]

» Whats a Brand? By SethGodin from M @ Pepperdine University
I hope some of you have a chance to take Prof. Al Stefls Brand Management course. Its a good way to get situated on what the role of a brand manager within the company and to assess if such career path is truly for you. The class was bus... [Read More]

» Gud Schit from Base Camp Communications
Gud is better than Goodit is God-like with three letters and its capital G. Schit is a salute to Pedros Lip Schit Lip Balm one of the first products to succesfully sell stuff through... [Read More]

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