Posted in Uncategorized on April 16, 2005|
Leave a Comment »
With so much choice and information available, why don’t shoppers simply ignore brands and make a purely rational, economic decision about what to buy? Because that is not human nature, says Jez Frampton, chief executive of Interbrand, a London brand consultancy. “Brands offer trust,” he expands, “and they enable people to navigate through complex markets.” There is something in that. In the old Soviet Union, where all products were supposed to be the same , consumers learnt how to read barcodes as substitutes for brands in order to identify goods that came from reliable factories.
-The Economist, April 2nd, 2005
There is something to that. That’s what blogging and marketing are all about these days.
At work yesterday we were discussing corporate videos. We’ve only made a few of them, but all of them have been top notch quality. Right now though I”m afraid we highly undercharge compared to other Video Production studios. A client came in yesterday to see about having us do a video for them, and shared that for his last 9 minute promotional video, he had paid $35,000. Nine minutes for the cost of a really nice car. We would probably charge about a 7th of that, for the same quality. Why?
Two reasons, the first economical but the second more topical. The first is that studios that charge 35grand have insane overhead. They are located in upscale offices (my dad said that the big studio is one of his firms clients – he works in an Architecture and Interior Designing firm), have editing suites that cost tens of thousands of dollars, multi-thousand dollar cameras, etc. etc.. But as with nearly everything in the internet age, there is a cheaper and easier method, that works just as well.
At our office, we have 5 editing suites – each of them costing about $3,500. Our editing software is Final Cut Pro from Apple, $1,000 per license. Each suite also has complete DVD authoring capabilities, titling capabilities, and graphics capabiilties. Any of the 5 editing computers in our office can do anything we do. And all for under the cost of that one 9minute video.
But that doesn’t help in our branding does it? The bigger thing that needs to be done, is the building of trust and credibility. And we do that by one by one gaining clients, creating excellent videos for them, and thereby developing a talk-worthy portfolio.
Brands = trust. It’s interesting to be apart of that, and to see it happening in many areas.
Read Full Post »