November 2, 2006
What is a brand?
Some of the biggest debates on the web and also in companies all over the world are over brand. It’s such a big subject and has such importance that people become incredibly attached to brands, what they mean and how to define them. We’ve all witnessed 10 minute debates on whether a brand is fun or funny.
The chaps over at the Staufenberger Repository have dug through their archives and found one of the seminal papers on brands and branding. Written by one of the fathers of account planning, Steven King, What is a brand? looks at the origin of brands, their evolution, what makes them successful, and how can advertising help.
The paper is a great read for anyone interested in brands, branding and the history of account planning.
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