Over the last 7 years I have asked over 2000 business owners and Marketing Directors what they mean by “brand.” I have a list of 73 different answers and that can only give brand a bad name, one that doesn’t actually provide anything meaningful. Many say Brand is your logo, your marquee, it is your image, it refers to the quality, trust and reliability, it is an expectation, it is differentiating - the list
goes on.
The trouble is that if you are responsible for your brand you either find someone whose....