The Meaning Of Branding 

 December 12, 2009

By  Gavriel Shaw

Just found this very insightful blog post:

What’s billed as “branding” is often little more than unified graphic design. But you rarely hear an agency executive say that, for one simple reason: It doesn’t make financial sense.

A “unified graphics effort” may produce $10,000 in agency fees. But deliver the same work and call it a “branding initiative” and it could pay $100,000 or more.

Real brand-building involves much more than graphics.

It’s the product. Service. Guarantee. Employees. Customers. Stores. Offices. Values. Culture. Charitable giving. And yes, advertising.

I very much agree. The article continues here.

The book Positioning by Jack Trout does an excellent job of explaining what should be meant by anyone that says ‘branding’.

Gavriel Shaw

Gavriel has product and marketing expertise from a variety of roles, including CMO, Head of Growth, Head of Marketing, eCommerce Director, Web Marketing Director, Product Marketing Manager, and Senior Copywriter in various sectors, both B2C and B2B.

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