Unlike in science, law, or engineering, where there is a standard definition for technical terms making it easier for them to be “on the same page” in understanding each other, marketers don’t really have that going for them.
To understand what a brand is, we first must describe what a product is.
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).
It is easy to get caught off guard, and feel intimidated when someone asks you about your brand story.
The problem with many brands is that they don’t seem to be taking full advantage of…
Just because it’s now easier than ever to scale, doesn’t mean you have to. Scaling is…
The brand promise. An often underestimated holy grail of branding that you never…
