Key Marketing Terms and Phrases – What Do They Mean?
Q: The terms and phrases used in branding confuse me. Help – what do they all mean? In my 25 years as a brander and a marketer, I have seen a lot of confusion around what the various elements of branding and marketing mean. So, don’t worry – you’re far from alone! As we kick off this new column on branding, it’s my hope to clear up a lot of confusion as we talk about many different aspects of brands. I want to help you unleash the power of branding and to learn how to use that power to advance both your business and your career. But first, to answer your question, here’s my take on the most common branding terms. What is a “brand”? You may think a brand is a “product” or a “trademark.” But it isn’t that easy! A brand goes beyond the mere physical attributes of a product or trademark. In fact, a brand is actually intangible – you can smell the aroma of a Starbucks cup of coffee, you can taste the flavor of a chewy Mentos, you can see the golden arches of McDonald’s – but you cannot touc
