What Branding Was & What Branding Will Never be
Mridul Sawhney in TalkD with Abhishek Deb
The concept of Branding is fairly old – we all know that. But do we know it is older than the concept of ‘selling goods’? The word Brand literally means To Burn. In the 15th century when ranches wanted to distinguish their cattle, they burned their unique mark on the animals to identify them in a herd. Over time, the symbol not just signified the ranch it belonged to, but also the qualities it stood for.
How do the stalwarts see it?
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
“A brand for a company is like a reputation...