Marketing Article Review Branding in Marketing

Topics: Marketing, Business, Brand Pages: 5 (847 words) Published: February 9, 2015


Marketing Article Review: Red Fire Branding:
Create a Hot Personal Brand and Have Customers for Life
Regina Adu-Boahene
Grand Canyon University: MKT-607 (MKT-607-O500)
December 23, 2014

Main Thesis
In order to succeed in business you must understand the needs and wants of new and existing customers. Branding is used to get the attention of customers and keep them coming back for more. The beginning stages of branding can be time consuming, uncomfortable and difficult. In the article titled “Red Fire Branding: Create A Hot Personal Brand And Have Customers For Life”, Arthur Liz Goodgold (2011) shares her thoughts on the importance of branding and how others perceive you based on the interactions you have with customers. Needless to say, the main thesis of this article is to give insight to business owners and entrepreneurs in how they can launch their brand in the market place and make it unforgettable. Arthur’s Reason for Writing Article

Liz Goodgold is an author and speaker with over 25 years of experience working in marketing and branding. A list of Arthur Goodgold’s clients include the World Trade Centers, Sharp HealthCare, Quaker Oats, Pfizer, and Univision. Arthur Goodgold decided to write this book to share why branding is more than just a logo. Goodgold covers stages from the beginning to end which include naming a brand, choosing the color of the brand and how to create a powerful business card. Goodgold’s point of writing this books is to get the reader tuned into the good, bad and the ugly in the marketing world. This book is also useful to any corporation that may be considering re-branding or for any company that may be facing an uphill battle for survival in the marketplace. Facts Presented

Arthur Goodgold makes a point to include her thoughts on what branding “is not”. She shares that branding “isn’t a hot iron searing into your hide: and that it “isn’t the logo, Web site, TV commercial or slogan that is used to advertise your brand but that branding is rather the foundation of all marketing messages including unintended ones delivered via blogs, e-mail messages, social networking, and voice mail greetings that influence how others see you. In other words, your brand is not what you “say it is” but instead what others “say it is”. The Arthur used big corporations by way of examples in her book to prove that her advice about branding in marketing is legit. More specifically, she used brand names like Nike, United Airlines and Coca-Cola to show business owners and entrepreneurs how to avoid R&D (Rip-off and Duplicate) efforts from those who will be competing against them in the marketplace. Related Topics

Goodgold gives readers the essentials of strong brand positioning. As with any marketing textbook, the Arthur gives four components that are critically important when marketing a brand. Clearly defined target – target those who specifically fit the characteristic of the brand you are marketing. Frame of reference – Understand your competition and remember that customers are always looking for an alternative. Thinking outside the box can ensure that you stay one step ahead of the completion Emotionally based promise – The goal is to create a strong brand to ensure that customers will chose your brand over those who are considered competitors. Fact-based support for point of difference – putting your brand to the test and doing plenty of research will help you understand what your position is in the marketplace. Critique of the Article

Overall this book is based on the Arthur taking successful ideas from large corporations and breaking them down for entreprenuers and small business owners to get the gist of the importance of owing and selling their brand. This type of book is essential to use for business tactics and strategies that can guide business-minded people to success. The book is also personal to the Arthur because she is also a business owner. Furthermore, she...

References: Goodgold, Liz. (2011). Red fire branding: create a hot personal brand and have customers for life. [Books24x7 version] Available from http://common.books24x7.com.library.gcu.edu:2048/toc.aspx?bookid=44158.
Lake, L. (2014). What is branding and how important is it to your marketing strategy? Retrieved December 24, 2014 from http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm.
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