YOU HAVE NEVER TOLD ME HOW AND WHY I SHOULD EXPECT MORE Marketing gurus talk a lot about brand and branding. This is an area of business and society in general that attracts a great deal of interest and a number of gurus. I am interested but lack the genius required to be a guru. […]

YOU HAVE NEVER TOLD ME HOW AND WHY I SHOULD EXPECT MORE Marketing gurus talk a lot about brand and branding. This is an area of business and society in general that attracts a great deal of interest and a number of gurus. I am interested but lack the genius required to be a guru. Despite all of this interest and all of these gurus I have found few people who can offer a simple and robust definition of the words ‘brand’ and ‘branding’. This is interesting in light of Einstein’s suggesting that – ‘you do not truly understand something until you can explain it in terms that anyone can understand’. I would argue that a brand is nothing more or less that a ‘summary of an audiences expectations’. I would argue that branding is nothing more or less than ‘creating the desired summary of an audiences expectations’. Your personal…