In the most recent issue of the Journal of Brand Strategy, Casey Jones and Daniel Bonevac, both of BriefLogic, claim to have come up with a clear, irrefutable formula for how to define a brand:

Brand = Category + Differences

I pretty much disagree. This not only implies, but the authors state outright that a company can create and own a brand. You can read about the reasons for my disagreement in my previous posts on this topic: You Don’t Have a Brand and The Successful Brand Steward.

While they wholly missed the truth, they also didn’t miss by much. Here’s my fix:

Identity = Category + Differences

That’s a winner! Knowing who you are and how you compare is huge. This is the basis for a dialog with prospects and customers. Now you just need to work on your corporate culture.

You’re welcome.

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