The intangible brand

The use of “brand” and “company” as interchangeable words—“Food brand Kraft hires new Creative Director“—bugs me. My issue is not its association with flimsy new media marketese, but that it simply misrepresents the concepts. To paraphrase Marty Neumeier, a brand is the intangible public perception of a product or organisation. A gut feeling. A collective hallucination. A company makes stuff, but people buy because of the brand.

My bonus definition: a brand = user experience + non-user experience. It seems to work well for me.

(Suffering from bloggers’ disease lately: the paralysis that results from trying to reach the skies with every post. Expect more frequent snacking to accompany the main courses.)

Cennydd Bowles