Brands = Marketing Relationships

As I started my marketing consultancy in late 2000, after working at some of the largest world wide advertising agencies, I pondered the meaning of a brand. At the time, many professional marketing people thought of a brand simply as a logo, tag line or advertising campaign. These definitions of a brand were much too shallow in my experience. I was fortunate to have worked on some of the best known brands in America during my career on both the client and agency side of business.



The definition I developed is:



"A brand is an economic relationship between a company and it's customers based on a consistent experience the customer had with the product or service that met or exceeded their expectations. This relationship can be rational, emotional, or both. And the relationship is strengthened or weakened by every contact between the company and the customer."



Subsequently I attended several national conferences on marketing and branding and found others who shared this definition of a brand.



So, I am asking other marketing and branding professionals to contribute to this blog on marketing relationships by adding their experience and anecdotal stories of some of the great brands they experienced in their work.

Welcome to the blog for Marketing Relationships.

Charlie Larson