What is branding?

Depending on who you are this might sound really basic and easy. What’s the point of trying to talk about the definition of such a well-known term? I have come to find it fascinating to challenge the basic terms like this one because I always find insight that brings a new level of clarity to […]

The brand: How this concept went from hot iron to emotions?


Nowadays one of the most accepted definitions of a brand is provided by Marty Neumeier. He says: “a brand is a person’s gut feeling about a product, service, or organization.” But how did we end up with this abstract concept? Why can’t we say that a brand is just a logo? To better understand what […]