Redefining brands, from the customer up
Over there to the right, in the Pages section, I’ve added a New Brand Glossary for quick reference. Brands need a new glossary because many conventional brand definitions suck. They lack structure, rigor and vision, and they have to be thoroughly re-thought and re-shaped if our practice is to deliver higher levels of value.
In the Glossary you’ll find concise (re-)definitions of brand, brand innovation, brand vision, brand platform, brand loyalty, and other key terms, plus a growing number of new terms: legacy brands, pseudo brands, brand API’s, brand chain, and others.
If you think brands have a positive future, the Glossary is not a bad place to start. (And yes, I am channeling Joseph Schumpeter every chance I get.)
