Comments on: strategy: bonding not branding

By: oneicity // income solutions for non-profits » the future of fundraising

oneicity // income solutions for non-profits » the future of fundraising — Fri, 15 Oct 2010 12:32:44 +0000

[...] You’re going focus on relationships first. The competition for donor dollars is going to be a painful. Donors will give where they know [...]

By: Deborah Gohrke

Deborah Gohrke — Sat, 20 Feb 2010 15:41:22 +0000

Thomas, I can go to hyperbole in less than twelve parsecs!
(As fast as Han Solo and the Millenium Falcon)

By: Steve Thomas

Steve Thomas — Fri, 19 Feb 2010 22:17:27 +0000

@Greg–thanks for the encouragement. ‘appreciate you stopping by.
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By: Steve Thomas

Steve Thomas — Fri, 19 Feb 2010 21:31:01 +0000

@Deborah–as always, brilliant thinking. I hadn’t thought about “bonding not branding” as a positioning statement–duh! You are right.

I think I am reacting to the superficial take on “branding” which is all about look, design, fonts, colors, taglines without heart and soul. In fact, you are correct, branding does not have to be in opposition to bonding. The engagement or bonding, the human element is so often overlooked in modern branding.

Thanks for reining me in! I go to hyperbole quickly.
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By: Greg London

Greg London — Fri, 19 Feb 2010 20:54:31 +0000

I like that, bonding, not branding.

Bonding with people instead of trying to get your brand out there is definitely a good way to build long lasting business relationships online.

Cool post.

By: Deborah Gohrke

Deborah Gohrke — Thu, 18 Feb 2010 23:16:04 +0000

I’m thinking somewhere along the line branding got a bad name. In the seventies, we didn’t call it “Branding,” we called it “Positioning.” It was essential in an over-communicated marketplace, a critical part of forming a bond with the people with whom you might develop a mutually beneficial relationship. You have to find each other in order to bond.

Unfortunately, Positioning has gotten co-opted into the weaker, current popular use of Branding that is often all style, no substance, calculated imagery, fakery. I know you understand the importance of positioning or branding. So why does branding (the ethical honest representation of who you are) have to be in opposition to bonding?

“Bonding not Branding” IS a Positioning statement (a powerful one in our current culture – kudos for that).

In the classic book, “Positioning: The Battle for Your Mind,” Ries & Trout wrote something to the effect, “You can’t brand your way out of reality.” That key part, among others, has been violated so many times by inauthentic people and organizations that we’ve become cynical about Branding. But when branding clearly communicates who you are and what you stand for, well, that’s just being authentic in a very good way…it helps you bond better.