When people ask me to define “brand,” I say, “A brand is what you do and how you do it.”  This might not be the most common definition of what a brand is, but the one I use because it’s shorthand for the business school definition of a brand:  a product or service’s value that […]

brand-as-business bit:  In my inaugural piece as a regular contributor on OPEN Forum, I talk about how attempts to define a brand make me think of the elephant parable. You know the one in which different blind men describe an elephant based on what different body parts feel like. I referenced a few brand definitions […]