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February 11, 2015

What is A Brand? | Part Two

Branding use to be the exclusive purview of big consumer products. Now every business talks about brand imperative, and even individuals are challenged by Tom Peters to become walking brands. Why have a brand become so important? Bottom line: good brands build companies. Ineffective brands undermine success. As products and services become indistinguishable, as competition creates infinite choices, as companies merge into faceless monoliths, differentiation is imperative.

Brand has entered everyone’s lexicon. The term is a chameleon–meaning can change with context. Sometimes it’s a noun, as in “That’s my brand of choice,” and sometimes a verb, as in “Let’s brand this campaign.” It’s become synonymous with the name of the company and its reputation.