Brand: Breaking the Rules

A good read and reminder of just what is branding —  the takeaways are the how-to best practices for your brand.

Excerpt:  Branding starts with differentiation. This can be almost anything, as long as it sets your brand apart. Maybe your product is made from superior ingredients — juice made from organic fruit, or socks woven from cashmere. Maybe your product is made for a special demographic — a deodorant for women who wear black dresses or cigarettes for independent men. Maybe your product was designed by someone who is believed to have a superior aesthetic sense — a shirt by Ralph or shoes by Ferragamo. There are no rules about the basis on which you differentiate your brand

Read full article via Jerry McLaughlin: Breaking the rules | Smart Business.

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