A Load Of B Words.
Many words beginning with B are synonomous with nonsense and fraudulent behaviour. The one I hate most is branding which I see as a mythologised smokescreen and which is the basis of so much spurious nonsense as this from entrepreneur.com demonstrates:
Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products
Wrong, wrong and thrice wrong.
posted by john dodds @ 7:35 AM
4 Comments:
maybe the definition was just attempting to get in touch with its roots. the whole marking cows to tell them apart from other cows...
Perhaps, but too many people see marketing as an add-on in this way rather than inherent to the product or service. The difference must be built in not added on otherwise it's not a real difference.
The vague and mythical word: Branding
John, I've experienced that graphic designers think of it in terms of a kind of work: identity design
Smart marketers on the other hand, think of it as the holistic customer experience with the brand, and what it means to them.
Mario
I fear it's more than just designers who think of it like that - I hate the word brand anyway because it's too active - it suggest you can impose it on the customer, where it's the customer who ultimately ascribes the values to the porduct/service.
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