His feeling in that service and b2b (business-to-business) branding is still in its infancy. Some of the firms biggest successes have been with business that operate in industries that have not traditionally invested in very much branding. He highlighted some of Mlicki’s experience with engineering and construction firms including R.W. Setterlin. I found particularly interesting Jason’s response when asked him how he sold Mlicki’s services to such firms. By demonstrating “thought leadership” as it applies to business problems he could sell work to firms that operated in industries or were in need of services not represented in Mlicki’s portfolio.
Another of Jason’s central themes was the idea that consumers shop comparatively and buy emotionally. He shared an anecdote of his experience buying a flat screen HDTV a few years back. Before heading to the store, Jason looked a copy of Consumer Reports and circled several products in the sizes and categories which he was looking.The products he circled were almost exclusively Samsung brand televisions. However, he came home from Best Buy with a brand new Sony. Only when Jason found the circled Consumer Reports a few weeks later, did he realize what effect the emotional power of the Sony brand had on his buying decision.
Thanks again to Jason Mlicki for visiting us at Fisher. For more of his thoughts on branding check out his blog.
Reposted from aaron360.com.