BRAND · FEB 2024 · VAULT · 3 MIN
What is branding? It’s what they say it is.
The old parable: a man wants a woman to know he’s a great lover. How the message travels is the whole marketing dictionary.
Original article ↗
He tells her himself
“I am a great lover.” Direct, first-person claim.
THAT’S — MARKETINGHe calls her on the phone
Same claim, interruptive channel.
THAT’S — TELEMARKETINGHer friend vouches for him
A third party makes the claim on his behalf.
THAT’S — PUBLIC RELATIONSHe repeats it, again and again
Frequency until it sticks.
THAT’S — ADVERTISINGHe shows it with a heart
The message carried by form, symbol, feeling.
THAT’S — DESIGNShe believes it — and says it herself
The claim now lives in her head, in her words.
THAT’S — BRANDING“A brand is a person’s gut feeling about a product, service, or company. You can’t control the process, but you can influence it.” — Marty Neumeier
It’s not what you say it is. It’s what they say it is. Every interaction shapes the narrative — which is why brand is a system to design, not a logo to approve.
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