marca strategy news & views
September 30, 2010
what is a brand?

i’ve heard many definitions or opinions of what a brand is

a brand is more than a logo,

more than an ad campaign,

more than a product or service.

it is the reflection of an organization’s purpose.

it is a true, authentic expression of who you are and “why” you exist (other than for making a profit).

a brand should connect emotionally with the audience.

it should make them listen, act and trust.

a brand is a powerful business tool…don’t waste it.

every organization, regardless of size or budget, has access to this business tool, but few use it to its full potential.  

if you have a brand, i don’t mean just a logo, then put it to good use.  if you don’t have a brand, then get one



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