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Brand Definitions

Brand definitions and meanings that shape the marketing discipline.

Brand Definitions February 02nd, 2015

The Differences Between Brand And Reputation

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Brand Strategy And Reputation

Brand and reputation are tightly linked but not synonyms. I raise this because I seem to be having more and more conversations where brand projects are being renamed as reputation  projects to make them more “palatable” internally. That in itself says a lot about what senior management think brand is and why they believe it’s not what they need.

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Brand Definitions January 27th, 2015

21 Different Types Of Brand

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WWF Brand

We often talk about “brand” as if it is one thing. It’s not of course –  in fact, the meaning and the use of the term differs, quite markedly, depending on the context. By my reckoning, brand is categorized in at least 21 different ways. (So much for the single minded proposition!). In no particular order:

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Brand Definitions November 18th, 2011

A Brand Is Bigger Than Performance

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A Brand Is Bigger Than Performance

Not long ago, a popular post was published on the Harvard Business Review site by Dan Pallotta. It was headlined “A logo is not a brand.” That is a familiar enough declaration, and not far from the phrasing I use myself on the subject of brands. I clicked on the link expecting to find a familiar argument. But what I found was very different.

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Brand Definitions May 09th, 2007

The Brand Formula

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The Brand Formula

What’s a brand? I think it is the product of two things:

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Brand Definitions September 22nd, 2006

What Is A Brand? Our Collected Definitions

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What is a Brand?

Brand Definitions. We’ve all heard a few in our time. For fun we’ve compiled a list from a wide variety of sources…

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