What is the purpose of branding?

Marketers are a confused bunch.

In what other industry do professionals disagree so vehemently about the basic goal of their work?

Do engineers debate whether their buildings should stand up or fall down?

Do accountants wring their hands over whether their beans should add up?

Do teachers wonder whether it’s important for their students to learn stuff?

Nope.

But ask 12 marketers what the goal of their job is and you’ll get 13 answers.

Today, let’s see if we can find a workable definition of the pu...