COMING TO TERMS: WHAT IS A BRAND? WHAT IS BRANDING?

In today's Brand Rants post, Sean Duffy tries to come to terms with defining a brand and branding.

There’s little wonder why people have so much trouble defining a brand or branding. One brand "expert" tells us that branding is all about graphic guidelines while others say it’s a promise, or a covenant, or a look, or a feel, or an attitude, or an emotion, or an association, or a perception, or a bond, or an experience, or even a religion. So what exactly is it?

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