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Abridged Transcript:
I'd like to turn your attention to the topic of branding, dispelling some common notions about what branding is, and what it is not.

For starters, it is not a marketing tagline.
A logo is not a brand.
A name is not a brand.
An identity system is not a brand.

A brand is not an icon or symbol.
A slogan or tagline is NOT a brand!

If I accomplish one thing today I hope it's never to ask your agency to give you a marketing tagline! Ask them to give you a position.

The marketing tagline, or slogan or whatever you want to call it, ends up being a byproduct of that endeavor.

A brand's value doesn't come from the marketing tagline.It comes from the meaning it symbolizes.

It's "Make meaning and make money," not "Make taglines and make money."

All the things just mentioned - a logo, an identity system, a mark or icon, a slogan - are features of a brand, tools that help us identify the brand, but they are not THE brand.

So, what is a brand? A brand is the customer's gut feeling (impression) about a product, service or company.

Continuing with definitions for a moment, let me give you a useful, concrete definition of positioning.

Positioning is simply concentrating (focusing) on an idea or even a word that defines (differentiates) the organization (or product, service, or person, etc.) in the minds of its prospects.

Lorraine Kessler is Innis Maggiore's Principal Client Services & Positioning Strategist.