Brand what is it?

I put the horse before the cart by writing about how a branding strategy can die before I defined exactly what a brand or branding is. A brand is a logo, a tag line, a color scheme, the overall design of a product, company or service. A brand is what makes you recognize a Target™ commercial before the familiar bulls eye logo appears. A tall white cup says Starbucks even if you can’t see the round green logo. It’s the scent you notice when you walk into a Starbucks. It can be as simple as a red cross, or the letters g o o g l e. It can get complicated, large corporations like car companies may have a different brandings for different divisions. The Ford Mustang is branded differently that the Ford F–150; the blue Ford logo unifies the company and the tag line: Ford: drive one. Branding can be tricky and only if a strong presence exists can branding be deviated from. The most and by far best example is, if I do say so (I can and will–I was born and raised in Detroit), is Chrysler’s Imported from Detroit campaign unveiled during the 2011 Super Bowl. It’s just brilliant. Will they build a mini brand off this? Seems like it. I don’t know what non-Detroiters think or feel about this ad but as a Detroiter living elsewhere I see that ad and I think that’s my town, that’s me. And that’s exactly what Chrysler was going for. Check it out:
“… this isn’t New York City. Or the Windy City. Or Sin City. And we’re certainly no one’s Emerald City. This is the Motor City. And this is what we do.”


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