John, my quick response is that regulation follows public sentiment and values, thus, for me an appeal to branding is a consistent touch stone in that persuasion of the public, involving people in a values shift. We don't pay the gas taxes they do in Europe because our higher value is the open road rather than the impact on global warming. Reaching an EU level of environmentally sound level of regulation would require branding our impact on the environment more than our desire for open road, heavy-footed independence.....
On 11/4/04, "John Broomfield" <[EMAIL PROTECTED]> wrote: > One observation to the comment on Branding. > > I'm not sure I agree with Kevin Jones (or maybe I just missed the > context?) that > >> ...the pricing changes coupled to getting externalities to be included >> in the cost of goods sold is a branding issue... > > I agree brand is important in terms of increasing the likelihood that > consumers will pay a higher price for goods which cost more because of a > pricing component which compensates for "externalities". In this sense a > particular brand is providing some intangible value to consumers who buy > into (or can be persuaded to buy into) the approach that Kevin outlined > below. > > Brand is also doubly important in this context if particular > organizations are acting in isolation in taking on this additional cost > burden while competitive products or services continue to enjoy a free > ride. > > However I'm guessing that regulation/legislation forcing or > incentivising (maybe through tax breaks) all producers of a particular > product or service to internalize some of the external costs of > production - and therefore create a level playing field for all - plays > a more important role here. Especially for products and services which > are becoming more commoditized and consumers are therefore buying more > on price than values or attributes associated with a particular brand. Creating conversations between technology marketers and their customers Kevin Jones co-founder, Microcast Communications ------------ This DOT-COM Discussion is funded by USAID's dot-ORG Cooperative Agreement with AED, in partnership with World Resources Institute's Digital Dividend Project, and hosted by GKD. http://www.dot-com-alliance.org and http://www.digitaldividend.org provide more information. To post a message, send it to: <[EMAIL PROTECTED]> To subscribe or unsubscribe, send a message to: <[EMAIL PROTECTED]>. In the 1st line of the message type: subscribe gkd OR type: unsubscribe gkd Archives of previous GKD messages can be found at: <http://www.dot-com-alliance.org/archive.html>
