Marketing Article Review Branding in Marketing
Grand Canyon University: MKT-607 (MKT-607-O500)
December 23, 2014
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.
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
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.