An Instructive Anecdote: Branding

© 2012 by Theocharis Vagelis

I have been teaching MBA University courses for the past 9 years. Among the courses that I teach, is that of "Marketing". Students have to learn a vast amount of definitions and concepts. Branding is one of them. In my book "MBA Terms & Glossary", Branding is explained as follows: The use of a name, term, symbol, or design, or a combination of these, to identify a product.

However, students do tend to understand more easily via the use of an anecdote, an example or a case study.

Following, I present an anecdote that I use when it comes to explain the notion of "Branding".

A man looks at a beautiful woman at a party.

He approaches her and says:
"I am a very nice guy".
This is called Direct Marketing.

A man looks at a beautiful woman at a party.
A friend of his approaches the woman and says:
"Do you see that guy over there? That is a very cool guy".
This is called Advertising.

A man looks at a beautiful woman at a party.
He somehow gets from a friend her phone number and calls her the next day. He says:
"I am a very nice guy".
This is called Telemarketing.

A man looks at a beautiful woman at a party.
He remembers that they have met before at another party.
He approaches her and asks: "Do you remember that I am a very cool guy"?
This is called Customer Relationship Management.

A man looks at a beautiful woman at a party.
He approaches her and offers her a drink.
He gets her coat from the hanger, he opens the door, he offers a cigarette and says:
"I am a very nice guy".
This is called Public Relations.

A man looks at a beautiful woman at a party.
She approaches him and says:
"Everybody tells me you are a very nice guy".
This is called Branding!!!!.