Brand is a complicated word.

It’s become so popular and commonly referenced in conversation that it carries the assumption of shared understanding, of an accepted definition. I mean, everyone knows what brand is, right? 


In my experience, this isn’t always the case. 


Brand is a word used a lot in my work as a marketing specialist. I’m asked to assess a firm’s brand, to position it among other brands, to help refresh the brand, and to find the right words to express the brand. 


I’ve found that the biggest initial challenge to any brand effort is the variant ideas that are held, not just about a company’s specific brand, but about the ideas attached to “brand” in general.


I hear things like…

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