The business of branding really deserves a book to itself. So this is just a quick overview of what a brand is and how it works. A brand is a piece of magic, a bit of ‘now-you-see-it-now-you-don’t’ alchemy. It is not formulaic or the stuff of textbooks.
Making brands is the most exciting aspect of marketing.
Because making great brands is about building great businesses.
What is branding, what is a brand?
- Branding is the process of creating a personality for a product or service using a consistency of design and description, giving the product a distinctive feel, look and competitive position.
- A brand is something the consumer feels emotionally ...