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Loading ...‘Posh Spice and Persil’ is the ultimate lecture on branding (downloadable freely from the British Brands Group). Delivered in December 2001 by Jeremy Bullmore, it certainly passes the test of time. For anyone delving into the quagmire of branding, ‘Posh Spice & Persil’ provides a good framework and vocabulary to think about the subject. It’s even worth revisiting the paper once in a while, to remind us to live up to its call, and ensure that thinking about brands remains at the forefront of marketing actions.
A central idea in the lecture is that brands are owned by users, not corporations. One of the beautiful paradoxes that makes the marketing profession so interesting is that you cannot own a brand (but you can sell it). Branding means looking at your product through the eyes of the user, and of course, no 2 users will look at it in exactly the same way. An obvious mantra for marketing, but rarely observed in practice.
Is branding suitable for b2b? Nothing in the paper’s 13 disturbing facts would suggest it isn’t. But examples in the branding literature tend to come from b2c. So where are the b2b brands?
branding