The Truth About "Brand"!
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'you associate'.
Where the rubber hits the road! This is how YOU perceive the brand. You assimilate all the elements, plus the way you experience the brand (all the attributes that are managed, plus the cultural, media aspects and - for example - the people and processes that you encounter in experiencing the brand).
You assemble these into your own framework of beliefs, values and life experiences and this is YOUR perception of the brand. It is unique to you. It has to be, as we all perceive - and give weight to - each element differently, and all have different life experiences and values.
In the best case the brand is managed well, there is no dissonance between the elements, the organization and it's people 'live' the brand values, and the organizations place in society echoes those values. It all 'feels right' and that feeling aligns closely with the values portrayed in each of the elements of the definition.
Nirvana!
Back
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'you associate'.
Where the rubber hits the road! This is how YOU perceive the brand. You assimilate all the elements, plus the way you experience the brand (all the attributes that are managed, plus the cultural, media aspects and - for example - the people and processes that you encounter in experiencing the brand).
You assemble these into your own framework of beliefs, values and life experiences and this is YOUR perception of the brand. It is unique to you. It has to be, as we all perceive - and give weight to - each element differently, and all have different life experiences and values.
In the best case the brand is managed well, there is no dissonance between the elements, the organization and it's people 'live' the brand values, and the organizations place in society echoes those values. It all 'feels right' and that feeling aligns closely with the values portrayed in each of the elements of the definition.
Nirvana!
Back
