Tired of Brand Babble? A Glossary of Common Brand Terms
Brand marketers; take out a sheet of paper. Ready? Now write a crisp, clear definition for each of these terms: brand strategy, brand platform, brand identity, brand positioning, brand personality, brand image, brand vision, brand essence, brand mantra, brand value proposition, brand promise. Extra credit: define ‘brand.’
My point? For an industry that relies on words, marketers are rather careless about defining the terms of their craft.