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September 29, 2006

Brand Credit or Brand Debit

Checkbook

Last week, MarketingProfs.com published an article from me on the concept of a “Brand Checkbook.”

This concept is simple ... just as your personal checkbook has credits and debits, a “Brand Checkbook” has credits and debits in the form of brand credits and brand debits. Brand Credits are business activities that enhance the reputation and perception people have of a brand, and Brand Debits are those that detract from the reputation and perception of the brand.

Back in the day when I was at Starbucks, we would use the “Brand Checkbook” concept to determine the appropriateness of marketing activities. If interested, read the MarketingProfs article or read Sam Decker’s riff on the concept. And yeah, you can also find this article as Tribal Truth #9 from some book called TRIBAL KNOWLEDGE.

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» Brand Credit or Debit? from John Winsor
After writing about Shure and Technorati and their customer service efforts, I came across John Moore's post pointing to an article John wrote for MarketingProfs.com about the concept of a “Brand Checkbook.” Good stuff! [Read More]

» Debits, Credits from Tribe Building
Once again, Ebay changes its fee structure – placing more pressure on Ebay Sellers to squeeze out a profit. Sadly, there’s very little sellers can do in response to Ebay’s actions. I wonder if Ebay decision-makers considered how these changes [Read More]

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