30 Jan '17, 7pm

Authenticity is key to creating your brand. via

Brands are vessels built to hold meaning and sentiment about a particular enterprise and its products and services. When first molded, they are empty except for their “shape,” “structure,” and “hue.” The brand might be boxy or round; it could be—metaphorically—made of glass, metal, or wood; and its “coloring” could range from translucent to iridescent green, from dull to shiny, dark and highly polished or rough-hewn and unstained. Those qualities might give people a few basic clues about what to expect, but they won’t tell them what the product is, or why they should buy it. That is what must be put in the vessel for the brand to have meaning. We sometimes think of brands and trademarks as the same, but for purposes of this discussion they are not. A brand is something a company gets the minute it goes into business, even if it never adopts a trademark (a visual representa...

Full article: http://scaa.org/chronicle/2016/12/06/meditations-on-brand...

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