Roundtable discussion: Brands beyond Covid-19
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A lot of people – even those in branding – struggle with answering the question: So what’s a brand, anyway? The term “brand” first emerged more than half a century ago as a way for cattle ranchers to identify their animals. In the late 1880s, packaged goods like Coca-Cola started taking off. Brands were used to differentiate them from the generic competition.
But as branding progressed, marketers realized there was more to the brand of Coca-Cola than just a non-generic name.
David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.” The Dictionary of Brand defines brand as “a person’s perception of a product, service, experience, or organization.”
Marty Neumeier, author and speaker on all things brand, defines brand by first laying out what a brand is not: “A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”
But as branding progressed, marketers realized there was more to the brand of Coca-Cola than just a non-generic name.
David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.” The Dictionary of Brand defines brand as “a person’s perception of a product, service, experience, or organization.”
Marty Neumeier, author and speaker on all things brand, defines brand by first laying out what a brand is not: “A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”