Whether you're a Stephen Colbert fan or not, marketers have to love his interview with Lucas Conley, the author of 'Obsessive Branding Disorder'. I have not read his book, but his point about branding gone wild is valid. And the interview is very entertaining (like a marketing private joke). View the Colbert Report clip at http://www.comedycentral.com/colbertreport/videos.jhtml?videoId=178712

While the examples in the interview are exaggerated, what I gather from the interview is that Conley argues the problem with many brands today, or co-brands, is they don't make a lot of strategic sense. Brands need to get back to basics, remember what they stand for, who is the target audience, and strategically move forward with that in mind. Be relevant to your audience and relevant to your positioning.

I believe this problem can get out of hand for the same reason marketing gets tactical (per an earlier blog article). Lets think 'out of the box'. New ideas. Capitalize on new media. Get the brand 'out-there'. And the problem is reinforced when creative ideas are rewarded without making sure the creative idea will help achieve objectives. Here is my favorite example:

I love Sephora (www.sephora.com ). I haven't met a woman who doesn't (sorry guys...but keep in mind as a gift for the ladies). Sephora has a deal with JC Penny and has Sephora stores in the JC Penny stores. I'm sure JC Penny was looking for a way to improve their cosmetic section and drive women to their stores. And for Sephora, a new distribution channel. But it isn't 'on-brand' in my opinion.

Sephora's strength is the huge, huge, huge selection of premium brand cosmetics. And the employees are always so friendly. However, their stores in JC Penny carry a limited selection (I was told only 20% of their items). And JC Penny is NOT a premium retailer. Ulta would make more sense in JC Penny. I never buy cosmetics at the JC Penny near my house because that Sephora doesn't stock the items I like or need. I end up going elsewhere because I do not have a Sephora close to my house. (Please Sephora, open a store at the 'Shops in Burr Ridge').   

Perhaps Sephora gets a bump from JC Penny customers; but at their prices, it seems limiting. And certainly not 'on-brand'.

Same concept has implications for your brand online. This means ensuring your web alliances and partnerships match-up to the essence of your brand. If the goal of your website is to be a ‘portal’ or destination, make sure you have thought through your objective and the positioning of the site. Do your partners, alliances, and links sync-up? Any disconnects? Does the content on your site support your brand’s objective and positioning? What content is filler and taking up space (and someone’s time)? Make sure every piece of real estate on your website has a purpose: A critical purpose versus just nice-to-have. Chance is those ‘nice to have’ items are leading your customers and prospects down the wrong path. It may be difficult to get them back.

Always be relevant to your brand, your target audience, and your marketing objectives.

I'd like to hear comments on similar experiences.

P.S.: I told my husband I would give credit to him for finding this interview and sharing it with me.