If it’s to be the most admired or leading or respected or blah blah blah in our industry, you’ve missed the point.

Most companies have numerous messages they want to get out about their brand.

Brands are merely shortcuts for people. They help them solve problems quickly and minimize the thought process.

The next time you walk into a marketing meeting, think about this.

What you focus on is what people perceive your brand to be.

There are a lot of branding jargon out there. Brand promise, attributes, personality, essence, value proposition… And there are often overlapping definitions for many.

Occam’s Razor is a theory that states when deciding among competing hypotheses, choose the one with the fewest assumptions, or in other words, the simplest answer.

A couple days ago, I wrote that the best definition of a brand is a story. However, that’s not the whole story. (ba-dum-bum)

There are many definitions of a brand. But, in my opinion, the best definition is that a brand is a story.