What the hell kind of definition is that?
While ‘brand’ has been clearly defined and we intuitively know what a brand is, most of us have no clue what ‘branding’ is. The best definition I could ever find is something along the lines of ‘Branding is the act of creating your brand.” WTF? Rule number one in my 8th grade English class – NEVER define a word or phrase with the same word or phrase!
How do you explain to your clients, in a way they understand, how you will help brand them if you cannot define the term?
Then there is the whole concept of brand marketing. Good luck finding a definition for that one. I tried. For years! I need one. I speak and consult on using content marketing and social media marketing (hint… I’m going there next) to market brands. Who is going to understand me, pay my rates (I am not cheap, experience and results come at a price), and hand me the keys to make it happen if they (I) don’t understand the concept?
So, with no definitions for either concept, not at marketing-dictionary.org or anywhere else I could find, I decided to write my own based on several decades of experience: