a:70:{s:15:"comment_post_ID";s:4:"2465";s:14:"comment_author";s:14:"Roger Hilleboe";s:20:"comment_author_email";s:17:"rhilleboe@mac.com";s:18:"comment_author_url";s:17:"NewPostModern.com";s:15:"comment_content";s:1711:"In the technology driven 21st Century where product innovation is in perpetual flux, where the audience resides across the globe, the success variables for any consumer Product or Service (P/S) break down like this: The PERCEIVED VALUE of the product or service (P/S), 70%. The distribution channels, clout and mass available to a given P/S, 20%. The Advertising, PR, Marketing and Branding of a given P/S, 5%. And these ratios roughly equal where a given producer of a P/S devotes its financial, human and temporal resources. It's not the Brand that drives sales its the Product: not Brand Management but Product Management. The most a company's Advertising, PR, Marketing and Branding can hope to achieve is to raise the Target Audience's Perceived Value for any given P/S. Most forward-thinking companies already know this and have increased their R&D, Engineering and Product Design budgets substantially while simultaneously slashing their Advertising, PR, Marketing and Branding budgets. Consumer research at these companies now attempts to answer, "How do we make our PRODUCT more desirable?" Not, "How do we make our BRAND more attractive, desirable or relevant?" Consumers have grown far to smart for that dated nonsense to be worth any more to a given P/S' success than 5%. A successful P/S consists of an elegant P/S, not an elegant logo that accurately communicates the attributes of a given P/S. And don't listen to any firm that tries to tell you otherwise. Despite how pretty their work, their case studies and their staffs may be. It's now the Steak and not the Sizzle, and economists are loving it especially those like at the University of Chicago who believe that consumers behave rationally.";s:12:"comment_type";s:0:"";s:14:"comment_parent";s:1:"0";s:7:"user_ID";s:1:"0";s:7:"user_ip";s:11:"68.3.143.61";s:10:"user_agent";s:79:"Mozilla/5.0 (Macintosh; Intel Mac OS X 10.6; rv:5.0) Gecko/20100101 Firefox/5.0";s:8:"referrer";s:78:"http://www.pullinc.com/the-brand-audit-framework-for-determining-brand-health/";s:4:"blog";s:22:"http://www.pullinc.com";s:9:"blog_lang";s:5:"en_US";s:12:"blog_charset";s:5:"UTF-8";s:9:"permalink";s:78:"http://www.pullinc.com/the-brand-audit-framework-for-determining-brand-health/";s:9:"user_role";s:0:"";s:21:"akismet_comment_nonce";s:6:"passed";s:11:"POST_author";s:14:"Roger Hilleboe";s:10:"POST_email";s:17:"rhilleboe@mac.com";s:8:"POST_url";s:17:"NewPostModern.com";s:12:"POST_comment";s:1711:"In the technology driven 21st Century where product innovation is in perpetual flux, where the audience resides across the globe, the success variables for any consumer Product or Service (P/S) break down like this: The PERCEIVED VALUE of the product or service (P/S), 70%. The distribution channels, clout and mass available to a given P/S, 20%. The Advertising, PR, Marketing and Branding of a given P/S, 5%. And these ratios roughly equal where a given producer of a P/S devotes its financial, human and temporal resources. It's not the Brand that drives sales its the Product: not Brand Management but Product Management. The most a company's Advertising, PR, Marketing and Branding can hope to achieve is to raise the Target Audience's Perceived Value for any given P/S. Most forward-thinking companies already know this and have increased their R&D, Engineering and Product Design budgets substantially while simultaneously slashing their Advertising, PR, Marketing and Branding budgets. Consumer research at these companies now attempts to answer, "How do we make our PRODUCT more desirable?" Not, "How do we make our BRAND more attractive, desirable or relevant?" Consumers have grown far to smart for that dated nonsense to be worth any more to a given P/S' success than 5%. A successful P/S consists of an elegant P/S, not an elegant logo that accurately communicates the attributes of a given P/S. And don't listen to any firm that tries to tell you otherwise. Despite how pretty their work, their case studies and their staffs may be. It's now the Steak and not the Sizzle, and economists are loving it especially those like at the University of Chicago who believe that consumers behave rationally.";s:11:"POST_submit";s:6:"Submit";s:20:"POST_comment_post_ID";s:4:"2465";s:19:"POST_comment_parent";s:1:"0";s:26:"POST_akismet_comment_nonce";s:10:"9b5e25c2d8";s:15:"SERVER_SOFTWARE";s:6:"Apache";s:11:"REQUEST_URI";s:21:"/wp-comments-post.php";s:14:"CONTENT_LENGTH";s:4:"1980";s:12:"CONTENT_TYPE";s:33:"application/x-www-form-urlencoded";s:7:"DBENTRY";s:138:"/kunden/homepages/40/d253519779/htdocs/pullinc:d0000#CPU 6 #MEM 10240 #CGI 346 #NPROC 12 #TAID 47135585 #WERB 0 #LANG 3 #PARKING 1 #STAT 1";s:13:"DOCUMENT_ROOT";s:46:"/kunden/homepages/40/d253519779/htdocs/pullinc";s:11:"HTTP_ACCEPT";s:63:"text/html,application/xhtml+xml,application/xml;q=0.9,*/*;q=0.8";s:19:"HTTP_ACCEPT_CHARSET";s:30:"ISO-8859-1,utf-8;q=0.7,*;q=0.7";s:20:"HTTP_ACCEPT_ENCODING";s:13:"gzip, deflate";s:20:"HTTP_ACCEPT_LANGUAGE";s:14:"en-us,en;q=0.5";s:15:"HTTP_CONNECTION";s:10:"keep-alive";s:11:"HTTP_COOKIE";s:0:"";s:9:"HTTP_HOST";s:15:"www.pullinc.com";s:12:"HTTP_REFERER";s:78:"http://www.pullinc.com/the-brand-audit-framework-for-determining-brand-health/";s:15:"HTTP_USER_AGENT";s:79:"Mozilla/5.0 (Macintosh; Intel Mac OS X 10.6; rv:5.0) Gecko/20100101 Firefox/5.0";s:4:"PATH";s:13:"/bin:/usr/bin";s:16:"REDIRECT_DBENTRY";s:138:"/kunden/homepages/40/d253519779/htdocs/pullinc:d0000#CPU 6 #MEM 10240 #CGI 346 #NPROC 12 #TAID 47135585 #WERB 0 #LANG 3 #PARKING 1 #STAT 1";s:19:"REDIRECT_SCRIPT_URI";s:43:"http://www.pullinc.com/wp-comments-post.php";s:19:"REDIRECT_SCRIPT_URL";s:21:"/wp-comments-post.php";s:15:"REDIRECT_STATUS";s:3:"200";s:18:"REDIRECT_UNIQUE_ID";s:19:"ThR@aErQENIAABFB@KY";s:12:"REDIRECT_URL";s:21:"/wp-comments-post.php";s:11:"REMOTE_ADDR";s:11:"68.3.143.61";s:11:"REMOTE_PORT";s:5:"58413";s:15:"SCRIPT_FILENAME";s:67:"/kunden/homepages/40/d253519779/htdocs/pullinc/wp-comments-post.php";s:10:"SCRIPT_URI";s:43:"http://www.pullinc.com/wp-comments-post.php";s:10:"SCRIPT_URL";s:21:"/wp-comments-post.php";s:11:"SERVER_ADDR";s:13:"74.208.129.31";s:12:"SERVER_ADMIN";s:21:"webmaster@pullinc.com";s:11:"SERVER_NAME";s:11:"pullinc.com";s:11:"SERVER_PORT";s:2:"80";s:16:"SERVER_SIGNATURE";s:0:"";s:9:"UNIQUE_ID";s:19:"ThR@aErQENIAABFB@KY";s:17:"GATEWAY_INTERFACE";s:7:"CGI/1.1";s:15:"SERVER_PROTOCOL";s:8:"HTTP/1.1";s:14:"REQUEST_METHOD";s:4:"POST";s:12:"QUERY_STRING";s:0:"";s:11:"SCRIPT_NAME";s:21:"/wp-comments-post.php";s:6:"STATUS";s:3:"200";s:14:"ORIG_PATH_INFO";s:21:"/wp-comments-post.php";s:20:"ORIG_PATH_TRANSLATED";s:67:"/kunden/homepages/40/d253519779/htdocs/pullinc/wp-comments-post.php";s:8:"PHP_SELF";s:21:"/wp-comments-post.php";s:12:"REQUEST_TIME";s:10:"1309965929";s:4:"argv";s:0:"";s:4:"argc";s:1:"0";}