If you ask ten people on the street define a “brand”, you are probably going to get ten different answers. But if you ask ten people in marketing to define a “brand”, I guarantee that all ten answers will be vastly different.
So I was a little surprised when I read Seth Godin’s post on “define: brand” where he offers this definition of a brand:
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
My surprise is in how closely Seth’s definition matches with one I would have provided. After all:
A brand is NOT a :30 second TV commercial.
A brand is NOT a “breathtaking” new logo.
A brand is NOT a coupon, BOGO, or special offer.
A brand is NOT what you hear in a focus group.
A brand is NOT a brand character, brand purpose or brand equity pyramid.
A brand is complicated and simple at the same time. Which is why Seth’s definition is so perfect. “A brand is a set of expectations, memories, stories…that account for a consumer’s decision to choose one product over another.”
I guess that is why a Brand Manager’s job is never boring.