Insights

Best Practices and Big Brand Fallacy

Wednesday, August 30th, 2006 by Tim

As marketers, we tend to want to emulate the biggest and most successful businesses. Simply by mentioning that Apple, Best Buy, or Amazon, or whomever the aspirational brand might be does something a certain way, may be enough all the justification that we need to proceed with a certain course of action.

For example, my most recent e-mail from Apple contained all images and since my e-mail program automatically suppresses images, the e-mail was blank when I opened it.  Now, you could argue that because Apple is Apple and imagery is important to their brand, sending all-image HTML emails makes sense.  That might be the right decision for Apple, but unless you have big brand power, it probably doesn’t make sense for your company.

Certainly look at what other successful companies are doing and learn from their accomplishments, but don’t forget to take into consideration what assets they have that you don’t.  While intimidation might be the sincerest form of flattery, it may not always make the most business sense.

This entry was posted on Wednesday, August 30th, 2006 at 10:35 am and is filed under Brand Marketing, Email Marketing, Online Strategy. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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