A brand is a product that became 'characteristically' great.

WHAT IS A BRAND?

I have been reading a lot lately about marketing, products, the best marketing tools out there, etc... 

Like in any practice, people try to put a framework on things. This is how you define marketing, this is how you define a strategy, this is what marketing is all about... This is a product, not a brand, and on and on. I have to say, in general, I am not always a fan of frameworks. I feel like it is just one of those things that make you think inside the box immediately. But again, that doesn't change the fact that many people seem to be struggling to identify what a brand is. And how is it differentiated from a product?

The question is of such value to the marketing community that there was an entire conference here in Cairo recently called "The Brand Summit." There were different takes and opinions on what a brand is and what a product is. So I thought, maybe it's time to just simplify things. If you're a follower of my blog, you'd see how I like to simplify things. As I like to say, "Marketing is the simplest job on earth." 

I think a brand is a product that became characteristically great. So what does that mean? Well, brands are simply like human beings. They are characters in the making. Some are loud, some are silent and sophisticated, some are rebellious, some are shallow, some are boring, some are just pure plain vanilla. 

So how can a brand be defined as characteristically great? It could be the most boring brand in the earth's history, but if you're great at a single characteristic trait, you can still stand out for it. Take, for example, www.boringcompany.com, founded and developed by Elon Musk. The first product launched sold out in 4 days! Yup, 20,000 units sold out in just 4 days! If that doesn't blow your mind, then I don't know what would!

Each and every single brand in the above picture stands out for something particularly unique to it. Each of their character traits put together makes them what they are, BRANDS! Whether they are successful or not, that is something else completely. This is where the whole marketing game comes in. This is where brand managers & directors come to play. This is where the real fun and talent come to the playing field. 

I hope you have enjoyed this week's blog. Please leave your comments below, and you can now subscribe to the blog by entering your email address. If you have any cases that you would like me to discuss or have any questions, please email me at Shereba@brandmeup.co. 

In the meantime, I would love to know what your most favorite brand is. And why do you love it? 

Until next time,

Shereba