Creativity + Imagination + Smarts

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The Oxford English Dictionary served 14 definitions [of brand], and there’s no clear consensus in adland either. For Ogilvy, a brand is the ‘intangible sum of a product’s attributes’, for Jim Mullen it’s ‘a promise’, and for Seth Godin it’s a ‘set of expectations, memories, stories and relationships’. Meanwhile, drawing their conclusions more than 40 years apart, both Stephen King and Philip Kotler have defined a brand as the ‘added value’ associated with a product beyond the functional.
Celia Garforth. JWT Australia.”It’s what’s on the inside that counts: A heart-to-heart model of brand building in the digital age” (via peterspear)
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