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Branding Basics

Branding Basics

The Changing Meaning Of Brand

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What is a brand?

Oh the irony. For years, many of us tried to get the people we worked with to broaden their understanding of what a brand was. It’s not just a logo, a product, a TV commercial – that conversation. We were fighting to make the definition of brand bigger. Now I’m wondering whether we have to start going back the other way.

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Branding Basics

Basic Brand Philosophy

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The most effective brands on Earth are abundantly clear about “who they are” and obsessive in monitoring how consumers see them. Brand architects are often seen as magicians because of their ability to make the unknown known. The plethora of approaches in the marketplace rival Las Vegas in terms of breadth and scope of choices – enough to satiate any appetite. However, this can have a deleterious effect  because of the cascading effect of over complicating an already cumbersome process. This is largely because “branding” has become the buzzword of the moment. Surprisingly, I have met very few people that have a robust understanding of the true meaning and the far reaching implications of ineffective messaging.

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Branding Basics

8 Ways To React To Brand Critics

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Being non-popular is not the same as being unpopular. Brands that are non-popular are simply not prepared to do whatever it takes to court popular favor. They do their own thing, their own way – and look to attract cult followings via like minds. But brands that have become unpopular have lost likeability. That’s a disturbing development if you’re trying to be liked by as many people as possible.

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Branding Basics

Creating A Powerful Brand Manifesto

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On All Saint’s Day 1517, Martin Luther posted the 95 Theses on the door of Castle Church, sparking, in the eyes of many, what would become the Protestant Reformation. Whether or not he actually did post the Theses (of course there is historical debate) and what that generated are off-topic, but the action of pinning your colors to a statement of beliefs for all the world to see lies at the core of building and articulating an opinionated brand.

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Branding Basics

The Brand Defined

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Brand Strategy Brand Logos

Now that we have thousands of thought pieces on the topic of brand management here on Branding Strategy Insider, I thought it was time to revisit what a brand is. I will list my favorite definitions but hope that you will also add your favorites to the list.

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