Comments on: This Master’s Thesis Challenges Everything You Know about Branding! http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/ HENRI WEIJO* Wed, 04 Jan 2012 20:25:53 +0000 hourly 1 http://wordpress.org/?v=3.0 By: ps3 ylod reflow http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-991 ps3 ylod reflow Thu, 05 May 2011 18:38:02 +0000 http://www.facade.fi/?p=71#comment-991 I just added your web site to my bookmarks. I like reading you. I'd not have discovered this by myself! I just added your web site to my bookmarks. I like reading you. I’d not have discovered this by myself!

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]]> By: Henri Weijo http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-844 Henri Weijo Mon, 05 Oct 2009 19:13:31 +0000 http://www.facade.fi/?p=71#comment-844 Fixed now. Fixed now.

]]> By: Sanne http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-838 Sanne Thu, 01 Oct 2009 14:23:20 +0000 http://www.facade.fi/?p=71#comment-838 Ville, the PDF download link no longer works. Ville, the PDF download link no longer works.

]]> By: Arms race advertising in social media at Facade - Henri Weijo’s weblog http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-482 Arms race advertising in social media at Facade - Henri Weijo’s weblog Tue, 30 Dec 2008 09:31:03 +0000 http://www.facade.fi/?p=71#comment-482 [...] is one of the main problems I found with advertising in my master’s thesis. Advertisers are constantly in an arms race against each other for two reasons. First, all [...] [...] is one of the main problems I found with advertising in my master’s thesis. Advertisers are constantly in an arms race against each other for two reasons. First, all [...]

]]> By: Facade - Henri Weijo’s weblog » Blog Archive » Finnish brands and cultural branding http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-432 Facade - Henri Weijo’s weblog » Blog Archive » Finnish brands and cultural branding Sun, 29 Jun 2008 13:00:00 +0000 http://www.facade.fi/?p=71#comment-432 [...] talking about the usual stuff: marketing, Finland, entrepreneurship etc. He then asked me about my thesis and its theories and why I use big American brands mostly as my examples. He said that American brands (or rather, [...] [...] talking about the usual stuff: marketing, Finland, entrepreneurship etc. He then asked me about my thesis and its theories and why I use big American brands mostly as my examples. He said that American brands (or rather, [...]

]]> By: Ville Vesterinen http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-430 Ville Vesterinen Sat, 14 Jun 2008 14:01:25 +0000 http://www.facade.fi/?p=71#comment-430 Yeah. Amazon is a funny example. I still argue that most people that use it have very little idea of the story or passion involved with it, and rather use it only because it has been recommended to them and they've found it a good buying experience. Yet, am sure they've not been able to build as strong product nor get the early critical mass without the story and the very passion. Yeah. Amazon is a funny example. I still argue that most people that use it have very little idea of the story or passion involved with it, and rather use it only because it has been recommended to them and they’ve found it a good buying experience. Yet, am sure they’ve not been able to build as strong product nor get the early critical mass without the story and the very passion.

]]> By: Henri Weijo http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-428 Henri Weijo Wed, 11 Jun 2008 13:03:18 +0000 http://www.facade.fi/?p=71#comment-428 Functionality goes a long way, I'll give you that. But I don't think it's a sustainable advantage. Storytelling is. And besides, matching your functionality with your storytelling might not as easy as it first might seem. Also, Amazon DEFINITELY is more than a functionality brand, if you look at their upstart mentality, frugality and passion for understanding their consumers, that story in itself is more important than how the site functions. Functionality goes a long way, I’ll give you that. But I don’t think it’s a sustainable advantage. Storytelling is.

And besides, matching your functionality with your storytelling might not as easy as it first might seem. Also, Amazon DEFINITELY is more than a functionality brand, if you look at their upstart mentality, frugality and passion for understanding their consumers, that story in itself is more important than how the site functions.

]]> By: Ville Vesterinen http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-425 Ville Vesterinen Tue, 10 Jun 2008 15:09:51 +0000 http://www.facade.fi/?p=71#comment-425 Solid points and can't but agree with McCracken there. Yet, I still see something there in Armano's argument as well. Maybe it's time to leave the one-size-fits-all thinking also in the field of branding and admit that world might be too complicated to be explained with only one model. What I mean is that, whereas cultural branding is spot on with many brands, I find it harder to apply to say Amazon.com, PayPal and the likes. And even if you can, it's not as obvious. Armano may not have communicated his point clearly but when he says _[...]how to retool Web design into something more engaging, rewarding, useful and valuable. Call it "brand utility" or call it a good experience._ I believe he is emphasizing the world of web and all things digital. In the same manner I think Amazon's success and brand is much about functionality and easy of use, whereas Apple might have both things going for it and Puccini in turn would have extremely strong link to the culture it represents. Solid points and can’t but agree with McCracken there. Yet, I still see something there in Armano’s argument as well. Maybe it’s time to leave the one-size-fits-all thinking also in the field of branding and admit that world might be too complicated to be explained with only one model. What I mean is that, whereas cultural branding is spot on with many brands, I find it harder to apply to say Amazon.com, PayPal and the likes. And even if you can, it’s not as obvious.

Armano may not have communicated his point clearly but when he says _[...]how to retool Web design into something more engaging, rewarding, useful and valuable. Call it “brand utility” or call it a good experience._ I believe he is emphasizing the world of web and all things digital. In the same manner I think Amazon’s success and brand is much about functionality and easy of use, whereas Apple might have both things going for it and Puccini in turn would have extremely strong link to the culture it represents.

]]> By: Henri Weijo http://www.facade.fi/2008/05/my-masters-thesis-is-online-now/comment-page-1/#comment-423 Henri Weijo Tue, 10 Jun 2008 08:59:34 +0000 http://www.facade.fi/?p=71#comment-423 Ville, I think Armano's a bit off on what he's saying. It sounds a bit too akin to what Christensen et al were saying in 2005, and what McCracken had condemned: http://www.cultureby.com/trilogy/2005/11/and_stop_callin.html To me, it boils down to this: What Christensen and Armano are saying is "build brands that are cool and have a purpose" What me and McCracken are saying is "understand what makes brands cool (in terms of cultural significance) and where their purpose comes from" Understand the difference? Ville, I think Armano’s a bit off on what he’s saying. It sounds a bit too akin to what Christensen et al were saying in 2005, and what McCracken had condemned:

http://www.cultureby.com/trilogy/2005/11/and_stop_callin.html

To me, it boils down to this:

What Christensen and Armano are saying is “build brands that are cool and have a purpose”

What me and McCracken are saying is “understand what makes brands cool (in terms of cultural significance) and where their purpose comes from”

Understand the difference?

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