new Urban Outfitter's brand:
Out of context: Reply #6
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- mg330
Not bagging on madirish's post by any means, but it brings me to a question:
What exactly do you consider "branding?"
At our firm, it was tossed around constantly as the word for our new logo, the process of coming up with it, how we'd use it, etc.
But I once read a very insigtful article that defined branding as "the perception formed by a viewer (customer, buyer, etc.) based on the combination of identity, message, positioning, and reputation." It went on to say that too many people think branding is a tangable "thing" you can interact with in the creative process, ex: a logo, a font used in a company name, etc.
I like that way of looking at it and it was hard to sit around here and listen to that word all day when what they really wanted to say was "identity."