20 responses

  1. agus sudrazat
    December 17, 2014

    Thanks for the information. I love this site http://bit.ly/1otibXH 🙂

  2. Admin Cerdas
    December 16, 2014

    I like it. Thank You http://bit.ly/1A7zpTW

  3. DF (Duane) Hobbs
    September 23, 2014

    Nice collection. A lot of great minds more eloquent than myself.

    My definition of brand: Meaning commodified through everything you do and how you do it, and everything you say and how you say it.

  4. Jannet Gilmore
    August 26, 2014


    Its really informative… Much Appreciable


  5. Dan Auito
    May 21, 2014

    Your brand is what people say you are when you’re not influencing their message directly.
    In essence your brand represents repeated experiences that hopefully create accurate perceptions of how you ultimately would like to be positioned in the public’s consciousness.
    My .02 cents, keep the change. 🙂

  6. sony
    March 21, 2014

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  7. Jon P
    December 30, 2013

    I’ve always thought Marty Neumeier’s definition of a brand is the clearest and most useful: ” A brand is a person’s gut feeling about a product, service or company.”

    Although I respect David Meerman Scott, I completely disagree with his dismissive quote above. Yes there may be lazy marketing people who toss around the term ‘branding’. But any company that avoids understanding what their brand means to their customers—and doesn’t focus on shaping its meaning—is making a very expensive mistake. Marketing tactics don’t do much more than create additional noise if they’re not aligned in the creation of a unique brand experience for your customers.

  8. Ziyad Organji
    December 14, 2013

    Brands have values but not necessarily a promise!
    a promise could fir back easily if there is no delivery, and that will lead us to another brand killer or maker which is the “perception”.

    to me a brand is an “Idea & perceptions in the target’s mind”
    all this was generated by the brand experience.

  9. Amber
    October 27, 2013

    What is the definition of brand symbol

  10. Tony Altilia
    August 14, 2013

    I received this from Larry Light who took it from the Harvard Business Review. It is the best definition of a brand I’ve seen.

    “A brand is a promise of value and delivery on that promise is critical if a company is going to differentiate itself from its competitors and stake a solid claim in its intended market. If all functions of an organization are not helping to create and nurture a single promise of value, customers will be at best confused and at worst angry”.
    A brand is a differentiated promise of value.

    A brand is different than branding.

  11. Marc
    July 5, 2012

    My definition of brand: A brand is what exists in the space between a promise made and a promise delivered.

  12. Lisa Morales Cook
    December 6, 2011

    Bah! I can’t resist adding to this conversation. This is great! I love a recent piece in Fast Company Design – Marc Shillum said, “Branding Is About Creating Patterns, Not Repeating Messages” – Artifacts, Behaviors, and Concepts that create a whole.

  13. Reid Neubert
    August 13, 2011

    I too have done a lot of research on how to define a brand. I think the best extends the old one that a brand is a promise of quality, because it is more than that. The consumer’s experience of the brand has to live up to the promise, otherwise there is a negative impact on the brand image instead of positive reinforcement.

    So, a brand is more than a promise. It also has to be a promise kept. In other words, a brand is a promise of quality wrapped in experience.

    Another way to look at it is that a brand is everything beyond the real, tangible aspects of a product or service. Aspirin is aspirin — ask any pharmacist. Yet people gladly pay more for Bayer aspirin. Why? The brand.

  14. Bill Simmel
    August 9, 2011

    GREAT collection and a useful reminder to us all- the term brand and branding is a constantly moving target.

    I think of brand as the reality from perception – And perception is the result of a marketing platform – and this resultant changes with target audience, vehicle(s) of delivery, and the “mood swings” of your consumer.

    As David Ogilvy stated: “You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.”

  15. Sandra
    August 8, 2011

    I like to tell our clients to look at a brand as a theme park. That theme needs to be carried through and consistent at every customer touch point for a positive and memorable brand experience.

  16. Pedya
    August 8, 2011

    “A brand is a person’s gut feeling about a product, service, or organization.” Marty Neumeier, Author of The Brand Gap

  17. Andrew
    August 8, 2011

    I think this is solid. Informally, I’ve always thought of a brand as a promise that a company makes to a consumer and the rate at which they uphold the promise. The other side of it is that a brand is what people say about your company when you’re not around.

    • Pedya
      August 8, 2011

      I like your way of thinking. 😉

    • Gini Dietrich
      August 9, 2011

      I like that definition, too!

  18. Casey Carey
    August 8, 2011

    Great list Heidi, well researched. There is a lot of commonality, but I tend to subscribe to the thinking of Al Ries: 26.“A brand is a singular idea or concept that you own inside the mind of a prospect.” If you think about it in these terms – your brand has to be a single promise (you can’t stand for multiple things) that exists in the mind or those in your market. It is what you stand for and why people either buy or don’t buy from you. Your logo, advertising, customer experience, every interaction with your brand either reinforces or dilutes that promise in people’s minds.

    Putting in these simple terms and having a unifying perspective enables you to stay focused on delivering and supporting that promise with everything you do.


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