branding, n.Definitions

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

Branding is largely the difference between heaven and hell.

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

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

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

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