[Cache – #111]
If you Google “what is a brand?”, you will get 748,000,000 (seven-hundred-forty-eight million!) results (even though we know that the definition of brand is a settled issue: it is what people think of you). But if you Google “what is branding?”, you will get a mere 148,000.
This reflects the reality that while any brander worth his or her salt will have a definition of brand, not that many actually take the additional, logical step of defining what branding means to them.
I am of the view that ultimately what we want as humans is to be valued by others. It is this appreciation that gives meaning to our lives.
And so I present this trial definition of branding. Given that a brand is what people think of you, branding is the act of helping people achieve a deep understanding of the unique value you offer the world, validating your worth and helping you reach your highest emotional, intellectual, spiritual and financial potential.
Your thoughts? How would you define branding?
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Newsflash: Brand: It Ain’t the Logo is Number One on the Globe and Mail’s list of business bestsellers for the month of March.
In case you missed it: my short interview on CBC Radio One about IKEA’s horse meat problem.
Also in case you missed it: My BNN interview re. Lance Armstrong’s brand (starts at the 3:30 mark, after the ad).
