Branding has an Identity Crisis

Ask anyone for the definition of “branding,” and you’ll get a different answer. It’s nuts, but true.

In the marketing realm the answers vary widely:

Philip Kotler: “Branding is endowing products and services with the power of a brand.”

Marty Neumeier: “Any effort or program designed to increase value or avoid commoditization by building a differentiated brand.”

David Meerman Scott: “Branding is what lazy and ineffective marketing people do to occupy their time and look busy.”

David’s response is priceless!