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October 13, 2008
Brand Value Versus Brand Recognition
(Filed under: Brand & Identity)I got an e-mail from a friend with a quote in it, and then I realized Tony Morgan posted the same thing a few days ago. It's a quote from John Wang, the Chief Marketing Officer at HTC, in an article regarding innovation. Here's what he had to say:
"Let me share with you how we think about brand. There is a very important difference between brand value and brand recognition. Brand value means something to the end user. Brand recognition, all it means is a bunch of advertising to make people recognize the brand name. At HTC we care about brand value, not brand recognition. Building brand value is like earning respect; you have to earn respect, you cannot buy respect. And the way to earn respect is by continuing to deliver innovative products and creating value for the market, and that has to be done time after time again. It is a journey."
That's certainly a challenge to the church. Are you just using brute force marketing, or are you delivering incredible experiences and products that lead people to admire and trust you? Ask yourself and your team this question as you prepare to serve your community.
Posted by Joshua Cody at October 13, 2008 6:07 AM
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Comments
Agree. But only to a point. I have been in "secular" marketing and now Church. If you don't have brand recognition, you will never have brand value, because no one will know who you are and you will go out of business. Your great values will go unnoticed. So I think it is a both/and. (and I hate that statement...I am more a black and white guy)
Posted by: Brice Bohrer at October 13, 2008 7:30 AM
Thank you! That's exactly what we need to hear. One is definitely harder than the other but it's a much more worthwhile investment.
What's our end goal? What are we trying to build? Values will drive us. It's not uncommon for our values to be completely different from our image. People want the real deal.
Posted by: LT at October 13, 2008 7:59 AM
What is HTC? I'm feeling very stupid in even asking. I even looked at the Fast Company article and didn't find an answer.
Posted by: Greg Shore at October 13, 2008 4:55 PM
Contact Church Marketing Sucks