Ask anyone for the definition of “branding,” and you’ll get a different answer. It’s nuts, but true.
In the marketing realm the answers vary widely:
- Philip Kotler: “Branding is endowing products and services with the power of a brand.”
- Marty Neumeier: “Any effort or program designed to increase value or avoid commoditization by building a differentiated brand.”
- David Meerman Scott: “Branding is what lazy and ineffective marketing people do to occupy their time and look busy.”
David’s response is priceless!
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