branding, n.All

Tom Cruise's career saved Ray-Bans from extinction with a 60 film deal for product placement beginning in the 70s

The idea that eating carrots helps you see in the dark was a lie invented by the British Airforce in WW2, in order to explain how British air raids were so successful in the dark without tipping the Germans off on the existence of radar.

Branding is what adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. Thus, it is the humans who must ultimately provide it.

Branding is largely the difference between heaven and hell.

Branding is essential in everything. If you are not a brand, you are a commodity.

Branding is, in the end, human. Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.

Branding is about striking emotional chords with consumers, cultivating identity, attachment, and trust to inspire customer loyalty.

Branding's key is to focus on a limited number of issue areas and develop superb expertise in those areas.

Branding is not etched in stone. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.

Branding is the art of becoming knowable, likable and trustable.