What is a brand?

I am a Brand. I am much more than a logo, name or marketing campaign. I am sometimes a verb (when used on cattle), more often a noun. You can find me somewhere between a feeling and the organisation. I can be a promise, a principle, a point of engagement, an organising system, a way […]

Michel Hogan 13 May, 2013

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I am a Brand.

I am much more than a logo, name or marketing campaign.

I am sometimes a verb (when used on cattle), more often a noun.

You can find me somewhere between a feeling and the organisation.

I can be a promise, a principle, a point of engagement, an organising system, a way to align what we do.

I make what we care about visible.

In the end I am a result (of the promises we keep).

I am a Brand.

See you next week.

You can follow Michel on Twitter @michelhogan and at her blog on michelhogan.com.

About the author

Michel Hogan

Michel Hogan is an independent brand counsel. She advises organisations on the risk to their purpose and values or making the wrong promises — with a robust, resilient brand as the result. You can find Michel at michelhogan.com, follow her on Twitter and LinkedIn. Her ebook, Between Making Money and World Peace, is now available.