Brand

I have had a number of emails about the word brand. I use the word “brand” a lot when I talk about things that companies do. Good for their brand, bad for it, out of sync with it etc. There are many people more qualified than I to delve into all matters brand (my esteemed colleagues John Moore and Seth Godin for example). But suffice it to say that for me the word brand is pretty much the company equivalent of “personality.” For human beings I use the word personality, and for companies I use brand. It is all-encompassing and sometimes vague and subjective. Just like personalities. Sometimes an entire personality is flawed (think Michael Moore or Enron), and sometimes certain behaviors don’t fit the personality (any US president in a baseball cap or the VW Phaeton).

So that’s pretty much what I mean when I use the word brand. Hope that clears it up.

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