Good Morning Silicon Valley's comments today on "Core 2 Duo", the name Intel is giving its new processors for desktop and notebook computers, typifies a widely-held misdefinition of "brand": that it's all about a logo, or a trademark. Then, there's this quote: “Branding is a pretty small part of the total pitch,” Gordon Haff, principal IT analyst with Illuminata, told Red Herring. “It’s much more about having dual-core and multicore chips than about what they call them. The nomenclature is far less important than what the chips actually do. At the end of the day Intel is predominantly selling technology. They’re not selling breakfast cereal. It’s not that names and such are totally unimportant, but compared to many other things out there, the chip’s capabilities are far and away the most important thing.” Yo, Gordie, dig it: Branding, properly defined, IS "the total pitch"! The name is just the name. One dimension, not to minimize it. On the other hand, an effective branding effort should deliver the leave-behind impressions, the reasons to buy, the impression you need to convey...and the reputation you're striving to build. It's the total promise incarnate. To equate branding solely with nomenclature is to say that the way an Apple fanatic feels about "Apple" begins and ends with Bono's iPod commercials. There's more to it than that. Much more.
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Of course that it’s very important what the electronic components are really doing, but they must have a birth name, too. “Core 2 Duo” for the new Intel processor or other names are important for every IT achievement, even the appliance parts catalogue must be updated frequently.
Posted by: appliance parts | December 10, 2007 6:09 AM | Permalink to Comment