Forty years ago a brand was an identifier. Branding was what we did to the outside of a product or service after it was conceived and created. Brands became tales woven to increase visibility and memorability using design, clever copy, print and TV advertising to make sure the product was known by the majority of…

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A brand used to be an identifier, over the past seventy years it’s become so much more. Seth’s 2009 definition says it best. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” We can agree then that…

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Who could forget how Jamie Oliver burst onto our screens in the UK almost twenty years ago? While most celebrity chefs of the day adopted the posture of the hero, showing us how to follow their rules to the letter, Jamie made aspirational cooks around the world the hero of the story by making cooking…

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We’ve been branding things from cattle, to jewellery and even people for thousands of years. We began by burning our mark into things to signal ownership. When technology and infrastructure gave us access to things beyond our villages branding began to signal a different type of belonging, one that said ‘you can trust this because…

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A brand….. 1. Creates meaning around your product or service. 2. Determines what you sell, where and when. 3. Dictates the price range you can sell at. 4. Influences the kind of customers you can sell to. 5. Changes how people feel about commodities. 6. Sets expectations. 7. Affects the kind of staff you can…

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The American Marketing Association defines a brand as, “A Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Brands are much more to us than designs and symbols that differentiate. There are an infinite number of definitions of a brand, here are…

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