Stand Out!

CHAPTER 1

The Origin and Nature of Branding

Chapter Overview

There’s so much talk today about branding but often scant regard for its origin, history, and unique characteristics. This, I’m sure, is because once a marketing concept or name becomes part of the common speak of the business vernacular, then we take it as read that everyone understands its merit and meaning, its nature and nuances. Who is not guilty of using business buzzwords and jargon that may be generally accepted by your business fraternity but in similar measure may also be generally misunderstood? This, too often, is the case with branding, and sometimes the exponent is as culpable as the entrepreneur, the professor as the practitioner, the creative as the client. This chapter ...