oa Journal of Marketing - Banning the word brand

Volume 2009, Issue 06
  • ISSN : 1811-9565



Seeing that the concept of brand is far too veiled in mystique and jargon, let's try this. Let's drop this word brand and start talking about experience for staff and customers. Everything visual we can call visual identity design. Here's why :

When people who work in any position of authority in a company are :
  1. Aware of their roles as experience designers;
  2. Are able to weave a specific ethos into these experiences, the result is an impossible-to-copy competitive advantage.

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