Tuesday, April 07, 2009


What is a brand?

It amazes me how much people can say about branding. I went through 64 definitions of "branding" and came to the conclusion that a brand is nothing more than a collection of thoughts one may get when seeing a logo or an icon for a product or service. You don't need a psychoanalytic reading or some scientific formula to understand that all a brand has to do is to connect with the right target. There must be hundreds of different branding programs out there that are, in my opinion, somewhat of a scam.

I like the theory of "brand essence." BMW did this when they did their branding research and found out that you could reduce the description of what they made in two words: "brilliant car." Now, of course, that is not advertising language, but from those two words, their wonderful theme ("The Ultimate Driving Machine") was developed. Makes sense, huh?

So, the next time you see a brand, especially one you can identify with, try to guess what the brand essence is.

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