Wednesday, October 13, 2010

P.I. - [Part 1, Branding is Dead]

Branding is dead
Part 1

Ok, so before you start getting your panties in a bunch, let me clarify that “perceived identity” formerly known as “brand” is not dead, in fact it is more important than ever. What I’m killing here is the word ‘Brand’.

A brand is defined as "the identifying elements of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp."

The above is not what modern “branding” is about. “Branding” has evolved, and to avoid confusion and stupid mistakes by stupid marketers, let’s leave the name ‘Brand’ in the past along with its original definition and come up with a new name to describe the modern version which encompasses so much more than the physical elements that differentiate one company/product/service from another.

I call it P.I. or ‘perceived identity’. Because it is a more accurate representation than ‘brand’

Thoughts?

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