Branding. It's one of the most overworked and overanalyzed topics in the marketplace of ideas. Paradoxically, or perhaps consequently, it's also one of the most misunderstood. This misunderstanding isn’t a definitional one. There’s a general consensus that a brand "is the sum of what others think of you" or something similar. But there are two pertinent, preliminary questions beyond “what is branding?” worthy of exploration: Why is it important? And how is it done?
Originally published August 21, 2014
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