Your Brand Is Defined By Your Audience Expectations

By Jim Kukral • April 23, 2007 • Branding, Mark Cuban, Marketing Strategy, Online Marketing • 3833 Comments2007-04-23+14%3A53%3A22Jim+Kukral

Is Mark Cuban right? Is a publisher’s decision to run a “low-quality” ad a brand killer? In other words, if you’re a TV station, and you run penis pill ads, are you killing your brand through this association? All for the quick buck?

Very interesting questions, and can go on multiple levels of media publishing, not just television.

I would argue that this is really about expectations. I believe that television viewers “expect” to see penis pill ads and the like at 2am. Therefore, they’re ok with it.

What about the web? What about print? Radio?

What about your blog?

Ask yourself… What do your readers/listeners/viewers EXPECT from you?

Deviate from that expectation, and your brand will suffer.

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Business Around A Lifestyle

The world changed on 9/11 in so many different ways. Since that day, there has been a major shift happening in the way people think and live their lives. Sure, many people still chase the dollar as their ultimate goal. However, many more people have begun to realize that the world could, well, end tomorrow.

That's why people are choosing to pursue a business around a lifestyle, instead of a lifestyle controlled by their business. It makes sense, right? If the world was going to end tomorrow, would you still try to live your life in a way you never wanted to?

Take a look around you and you'll see that this shift to becoming a lifestyle entrepreneur is being adopted by more and more people every day. Some of those people are falling into it because they have been laid off from their jobs and are literally forced into it. Some of those people just figure out a way to make it happen because of the "end of the world" thinking mentioned above.

38332007-04-23+14%3A53%3A22Jim+Kukral Awesome Comments So Far

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Becky Carroll→
April 23, 2007 at 5:49 pm #

Customer expectations are huge, whether you have a blog or a business. When you are meeting expectations, all is well. When you exceed them, you start to move to customer delight and WOM. When you miss meeting expectations, you have a lot of clean-up to do!
Jim Kukral→
April 24, 2007 at 5:09 am #

Becky, you would know! Great blog.
Ahsan R. Shami→
April 24, 2007 at 11:22 am #

I completely agree with you re: expectations.

I’ve posted a pretty similar opinion, though longer, on my blog, but I’m not sure it’s appropriate to link to it in your comments (is it?).