Here is how I define the word brand. First and foremost it is a noun. A brand is your name and what your name stands for. A brand are the associations that people make with your name when they see of hear your name. Whether we are talking about you personally or your organization, your brand is your name. It is a noun.
Once we have that established we can think about your brand as a verb.The actions that you take to make our name memorable in the minds and hearts of our constituency. The reason that this is important is the fact that most marketers and the people that they work with limit their thinking to a brand as a verb. They want to get to the all mighty tactics and the cool campaign.
Well if you don't start with your name as a brand first, you will be disappointed about the number of brand champions that you are able to recruit or retain. Do you think noun first, verb second?
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