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Seven Books of Branding (Intro)


[picapp align=”left” wrap=”true” link=”term=octopus&iid=96921″ src=”0093/7cfb798b-e667-44b2-ad3b-88b14d3e7124.jpg?adImageId=11153840&imageId=96921″ width=”234″ height=”156″ /]

Daily advertising exposure tops 3,000 messages some sayLogorama, the 2010 Oscar Award winning animated short-film, demonstrates the branding madness.

Everyone is a branding expert these days or so it seems.  Simply to navigate the clutter, you have to be I guess. In addition, with a click of design software or a post to a fan Facebook page, you can rise to brand expert status while remaining an expert consumer.

But that’s different from being a professional branding expert. So I go back to my roots and ask:

  • What is branding, first of all?
  • What makes it so appealing to consumers in the Web 2.0 world?

By definition, to brand means to label and identify. The purpose is neutral while the results are clear. Positive with some experiences, negative with others. Our brains are wired to link the experience with the symbol, or the action with the sign.

The business process of creating, building, and managing a brand is also challenging. Even more so as branding moved from symbolizing to signing. Look for integrated marketing, experiential marketing, or one-to-one marketing developed by Don Peppers.

Branding provides the ultimate storytelling for enterprises and the people who run them or run to them: Create an experience of unique belief systems into which people can channel their personal experience and expectations.  Sometimes, we bring our own meanings and attach them to the symbol. Sometimes the symbols carry their own meaning. And don’t forget to add some signs to keep it all moving (literally and emotionally).

A March 3rd 2010 Tittter #brandchat inspired this post. It included lively discussion on both personal branding and business branding for entrepreneurs. My tweet suggestions on good book choices prompted a number of additions. Look for these in next week’s post Seven Books of Branding: The Bookshelf.

In the meantime, you’re welcome to rate this article, share with a colleague, or post your own comments.


Image: Dec 26 2007 Octopus Content © 2010 Jupiter Images All rights reserved.


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