Letter: Your Brand Is What You Do Every Day

Share this article:
We are pleased Glenda Shasho Jones recognized Crutchfield as having a strong brand ("Does Branding Come at the Expense of Sales?" Feb. 11issue of DM News). We smiled reading her article, feeling both reassured and amused.


As a direct marketing company, we have long struggled with what "branding" means for Crutchfield. In our creative department, of course, we are assiduous about consistency in our logo, design and writing. In our marketing department, however, we are loath to advertise anywhere we cannot track success. (And when we experiment with general advertising, more often than not we encounter costly flops.)


Our growing realization is that the lion's share of our brand resides in our operations department. The Crutchfield brand rests on the great folks answering the calls, shipping the boxes and providing post-sale support. The tenets of our brand - providing top-notch information and top-notch service - remain unchanged since Bill Crutchfield founded the company 28 years and 3 million customers ago. And keeping the company focused on these two tenets is still one of his primary goals every day.


Branding doesn't mean firing gerbils from cannons or buying Super Bowl ads. A wise consultant once told us, "Your brand is what you do every day."


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

App of the Week: Life Organizer

App of the Week: Life Organizer

Life Organizer aims to help users be as productive as possible.

Marketing GloBALLization

Marketing GloBALLization

The Yankees aren't the only team searching for talent overseas.

The Best Birthdays Are Multichannel

The Best Birthdays Are Multichannel

The "best" birthday greetings aren't always the ones with the biggest deals.