Brand; a customer's understanding about a product, service, or company; a gut reaction, a reputation.

Let's test that definition. Here are my one word "gut reactions" about well known brands:

Target- Bullseye
Skittles- Fun
Starbucks- Everywhere
Lowe's- Home
Ikea- Nightmare
Apple- Cool
IBM- Technology
AT&T- Phone
BP- Gas
Coca Cola- Classic
Mercedes Benz- Solid
Ross- Cheap
McDonald's- Heart-Attack
Google- Knowledge
Nike- Sport
Budweiser- America
Nintendo- Play
Chanel- Fasion
Amazon- Books
Brittney Spears- Crazy
Johnson and Johnson- Family
Moet- Rappers
Snickers- Feast

I wonder what the Marketing Directors and Brand Managers would think of that? Your brand isn't what you say it is, its what they say it is.

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