What Do We Mean By "Brand"?
It’s not what YOU say it is—it’s what THEY say it is. The best you can do is influence it. If a brand is a customer’s gut feeling, then what’s the definition of branding? Briefly, it’s a company’s effort to build lasting value by delighting customers.
Neumeier Marty • ZAG: The #1 Strategy of High-Performance Brands
Best definition of brand I've ever seen.
In a world where everything is becoming commoditized, understanding what makes a brand is key.
h/t @ThisIsSethsBlog https://t.co/g6i7aVXqYn
I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more
Gibson Biddle • Branding for Builders
This is silly simplified but people who work in “Brand” are typically valued for their taste and ability to forecast and predict trends. They see the power in the details that will later shape public opinion about a brand. Do we use a red heart emoji or a white heart emoji? Meaningless to 9 out of 10 people in a board room but worthy of a full deba... See more
How to Move From Social Marketing to Brand Marketing
Founders/CEOs who say, “Branding belongs to marketing," they’re overlooking a vital truth:
Branding is the voice of vision, not a checkbox for marketing.
With this mindset, your brand becomes just another chore—not the driving force of your growth.
Truth is, strong branding starts inside out.
It’s an active investment company every day to stay relev... See more
Branding is the voice of vision, not a checkbox for marketing.
With this mindset, your brand becomes just another chore—not the driving force of your growth.
Truth is, strong branding starts inside out.
It’s an active investment company every day to stay relev... See more
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