Every now and then I like Seth
I've been back and forth on Seth Godin's writing. I've read a couple of his books and like what he has to say at times. Is he always right? No. Does he tend to say things which can stir up some dust. Yes! One way or another, he tends to be someone whom you read just to stay on top of multiple views and his is one I can regularly go back to and still find something new and fresh. I like especially what he recently had to say about brand on his blog. The following is his "formula" for a brand:
[Prediction of what to expect] times [emotional power of that expectation]
I like this idea because at the heart of it, it's about focus. If you let your brand get out of hand by trying to be too many things to too many people, you're going to lose in the long run. Your brand will be diluted and you won't really "deliver" as people expect you to. At the same time, if what you deliver nails your target customer emotionally, then you're going to lock them in.
