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What is branding?

 

There are many ways to define branding. With 100 days until graduation, SVA Masters in Branding student Sarah (Fudin) Hermalyn was inspired to gather 100 definitions of branding from 100 different people in various industries: marketers, designers, strategists, authors and more. These definitions are original and have been acquired through email, phone calls and in-person meetings. This project will be ongoing through July 15, 2014.

 

So, what is your definition of branding?

 

Sarah Fudin 100

 

Sarah Hermalyn

Sarah Hermalyn is a 2014 graduate of the Master of Professional Studies in Branding program at the School of Visual Arts in New York City.

 

Definition of branding:

Branding is uncovering a human truth and then creating something that speaks to that truth.

 

Brian Collins

 

Brian Collins

Brian Collins is Chairman and co-founder of Collins, an innovation-led firm dedicated to inventing branded experiences that shape both companies and people for the better. His creative work has been featured in The New York Times, Creativity, Fortune, Graphis, NBC News, ABC News and Fast Company, which named him one of five American Masters of Design.

 

Definition of branding:

1. Brand: 

 

A unique promise kept over time.

 

2. Branding:

 

A profession that increasingly confuses fame for mastery.

 

And pomposity for profundity.

 

So don't confuse hacks for heroes.

 

Fortunately, it's easy to identify hacks.

 

They drop words like:

 

"Human!"

 

"Authentic!"

 

"Innovative!"

 

These are empty words. They mean nothing.

 

Another way to identify them: When defending bad work they say: "It's what the client wanted."

 

Yup, that's a hack.

 

They should not let people make lethal mistakes.

 

As for heroes?

 

Several of them are included here.

 

 

Elizabeth Talerman 98

 

Elizabeth Talerman

Elizabeth Talerman is the chief executive officer and managing partner of Nucleus, a brand strategy collaborative. Elizabeth teaches at Columbia University’s Strategic Communications Master’s Degree program, the SVA Brand Masters Degree program, Barnard’s Pre-College Entrepreneurship-in-Training program, and serves on the board of the VCU Brandcenter Graduate School.

 

Definition of branding:

A brand is a simple mental model that represents, collectively, what people feel, think and say about a product, service or company, and where meaning is established over time through consistent positive experiences and engagements.

 

David Fudge 97

 

David Fudge

David Fudge is the Director of Brand Marketing for Bonobos, the largest Internet-launched apparel brand in the U.S. He leads the brand’s marketing efforts across all consumer touch points from social media to emails and brand campaigns.

 

Definition of branding:

Branding is defining a distinctive set of characteristics and crafting stories across a variety of mediums that communicate and contextualize those characteristics in unique and immersive ways.

 

Dana Arnett 96

 

Dana Arnett

As a founding principal of VSA Partners, Dana has established a three decade career steeped in design leadership, business and brand consulting, and industry policymaking. In his current role as CEO of VSA, Dana leads enterprise activities including strategic planning, growth initiatives, people development, and the integration and delivery of the firm's diverse set of creative and strategic capabilities.

 

Definition of branding:

Branding is the meaning within. It dares to go wider by shaping understanding, inspiring belief, and creating enduring human connections.

 

Mary van de Wiel 95

 

Mary van de Wiel | Van

A Dutch sea captain's daughter, Van learned at an early age how to scope out the horizon and interpret the invisible clues – no matter what the country, culture or language. It seemed the best way to sense one's place in the world - and give it meaning.

 

For the last 30 years, she's been successfully interpreting the clues for thought leaders, change agents and restless creatives. Van is the founder and creative captain of an award-winning agency in New York and Sydney where she initiated its global start-up division with the launch of The Macau International Airport in China, People Weekly in Australia & The National Constitution Center in USA.

 

Now straddling Brooklyn & Sydney, and running ZingYourBrand.com, Van is teaching Critical Thinking in Business at The University of Sydney's Business School Masters Program. 

 

Definition of branding:

(i) It's just a feeling others have about you, what you do, why it matters -- and why anybody else should give a damn.

 

(ii) It's about the kind of energy you bring to the table. When's the last time you checked the pulse of your brand? (Definitely want to avoid falling into the Dead Brand Walking trap.)

 

(iii) It's about saying you are who you say you are. (Keeping people at arm's length is no longer an option.)

 

Cameron Campbell 94

 

Cameron Campbell

Cameron Campbell is a principal strategist working closely with the brand and marketing teams of some of TEAGUE’s biggest clients, developing strategies that drive category growth, increase brand awareness and engage consumers worldwide. Prior to her arrival at Teague, she spent fifteen years developing brand and product strategies in the design community, working with notable clients such as Herman Miller, Apple, Nike, and BMW/MINI.

 

Definition of branding:

Branding is the ratio between leadership, vision, communication, culture and user experience.

 

Paula Brogna 93

 

Paul Brogna

Paul is a designer and entrepreneur currently launching his first startup, UrbanBuddy, in Brooklyn, NY. He and his identical twin brother (8 siblings in total) hail from the beautiful city of Burlington, Vermont, USA. After graduating from Syracuse University, Paul moved to Barcelona, Spain, where he lived and worked in design, architecture and landscape for nearly 5 years. Since moving back stateside--to Chicago in 2012--he and his business partner, Pete Stam, have been building the love that is now brand UrbanBuddy.

 

Definition of branding:

Branding is about sharing the love of an idea, product or service with an audience who needs it and will identify with, and rally behind, that love.

 

Veronica Parker-Hahn 92

 

Veronica Parker-Hahn

Veronica Parker-Hahn is the Vice President of Marketing at Oscar, a health care startup company in New York City.

 

Definition of branding:

Branding is convincing that voice in someone's head to be on your side.

 

Joe Gebbia 91

 

Joe Gebbia

Joe Gebbia is a multi-disciplinary designer, creative entrepreneur, and global explorer. He is the co-founder and Chief Product Officer of Airbnb, which began in 2008 out of the necessity to pay his rent.

 

Definition of branding:

Branding is a visible representation of our invisible desire to self actualize.

 

Chris Goward 90

 

Chris Goward

Chris Goward is the founder of WiderFunnel—the full-service marketing optimization agency that pioneered landing-page and conversion-rate optimization methods for companies such as Google, Electronic Arts, Iron Mountain, Magento and BuildDirect.com. He is the author of “You Should Test That!," an Amazon best-selling book that shows how leading companies are using marketing optimization techniques to dramatically lift their website revenue.

 

Definition of branding:

The goal of branding is to own the one feeling that motivates your prospects to act.

 

Mark Dudlik 89

 

Mark Dudlik

Mark Dudlik is the Director of Operations & Graduate Advisor for The Masters in Branding Program at The School of Visual Arts. He is also Executive Director of Lost Creature.

 

Definition of branding:

“The things that make me different are the things that make me.” - A. A. Milne

 

Adam Braun 88

 

Adam Braun

Adam Braun is a New York Times bestselling author and the Founder of Pencils of Promise, an award-winning "for purpose" organization that has broken ground on more than 200 schools around the world.

 

Definition of branding:

Branding is the sum of the look and feel and voice of a company or organization that transfers into people's experiences and perceptions of the company or organization itself.

 

Liza Enebeis 87

 

Liza Enebeis

Liza is a partner and Creative Director at Studio Dumbar. She is directly involved with all main projects such as the online presence of Polytechnic University/School of Design in Hong Kong, Amsterdam Sinfonietta and NGO Alzheimer Nederland.

 

If anybody eats, drinks and sleeps design, it’s Liza. Her ‘extra curricular’ activities include: Letters to LoveLiza – an ‘agony aunt’ column where Liza dispenses wisdom, wit and advice to designers all over the world; Design_Rhymes – a series of pathetic poems about design; Books LoveLiza – an ongoing catalogue of images and reviews inspired by her bibliophilic tendencies; and Typeradio.org – the world’s most popular typography and design podcast channel with 2 million listeners a year, which she co-founded and hosts.

 

Definition of branding:

Branding is an exaggeration of the truth.

 

Gerry Bonomi 86

 

Gerry Bonomi

President of Madden Girl / CEO of Mad Love

 

Definition of branding:

Creating a consistent point of view within a given market that utilizes trend and consumer awareness.

 

Mark Kingsley 85

 

Mark Kingsley

Mark Kingsley… received a personal lesson in branding from Ralph Lauren… traveled with the punk band Bad Religion… counts some of the greatest cultural institutions in the United States as his clients… co-owned an award-winning design studio for over 15 years… designed packages for musicians like John Coltrane, Jewel, Ethel, Yes, Phil Collins, and Pat Metheny… helped Central Park SummerStage become one of the premier events in New York City… was an author on SpeakUp, the first significant design blog… was at Ogilvy's Brand Innovation Group (BIG) during its height… worked at Landor as the global creative lead on the Citi account… knows the dark arts of corporate America… led the creative team for a credit card now found in millions of wallets across North America… licked a Jasper Johns painting… had Isabella Rossellini come to his rescue… performed in an avant-garde opera at Lincoln Center… is creative director at Lendoor… teaches in the Masters in Branding program at SVA… is creative lead at Malcontent.

 

Definition of branding:

Branding is the process in which the black box of creativity is rendered safe for the risk-adverse.

 

Dafna Garber 84

 

Dafna Garber

Dafna Garber is a Minnesota native who never forgot her roots, at least that’s what she says to make people think she is humble. She’s worked as a writer, first at Modernista! then at Publicis, and now at CP+B. Her work’s been recognized by the One Show, Cannes, and NBC Nightly news, as well as absolutely hated on by YouTube trolls. She currently lives in Los Angeles where she does everything she can to stay out of the sun.

 

Definition of branding:

Branding is the business of finding and celebrating the most interesting truth about a good or service in a way that the world won’t hate.

 

Paula Payton 83

 

Paula Payton

Paula Payton is the Academic Director of the Department of Strategic Communication, Marketing and Media Management Programs at New York University.

 

Definition of branding:

Aaker is the guru on all this, and said everything important to be said about branding, in my opinion...

 

One of the interesting considerations today about branding is how so many companies today must build and position their brands for growth and success in a much more integrated fashion, moving beyond the identity of the products / services (e.g., performance and benefits) being sold, to the experience being delivered, to the employees - on the front line and otherwise - that are ambassadors of the brand, to the end users - consumers - and their personal communities. Good brand strategy comes from knowing all of this, and accurately factoring it all in… We teach integrated marketing at NYU, and this is discipline and approach is more important than ever. Brands must communicate in an integrated way, or be lost in the shuffle…

 

Michael Bierut

 

Michael Bierut

Michael Bierut is a graphic designer, design critic and educator. He is a partner in the New York office of Pentagram. Prior to joining Pentagram in 1990 he studied graphic design at the University of Cincinnati’s College of Design, Architecture, Art and Planning and then worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

 

Michael has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art (MoMA), the Metropolitan Museum of Art, and the the Cooper-Hewitt, National Design Museum, all in New York; the Library of Congress in Washington, D.C.; the Museum für Kunst und Gewerbe, Hamburg, Germany; and the Musee des Arts Decoratifs, Montreal.

 

Definition of branding:

"Find out who you are and do it on purpose." - Dolly Parton

 

Dan Formosa

 

Dan Formosa, Ph.D.

dan@danformosa.com

 

Dan is a consultant in design and design research. He started his design career at the Eliot Noyes office designing IBM’s first personal computer. In 1981 he helped establish Smart Design, exploring how design can positively impact people’s lives.

 

With an undergraduate degree in product design and a doctorate in ergonomics and biomechanics, his approach calls for first understanding people. Through design he has increased fuel efficiency in automobiles, improved drug compliance, and made people’s day-to-day lives easier.

 

Dan’s work is included in the permanent collection of the Museum of Modern Art. In 2010, on behalf of Smart Design, he received the Smithsonian’s Cooper-Hewitt National Design Award. Also that year he helped establish the Masters in Branding program at the School of Visual Arts in New York City – the first program of its kind. In 2012 Dan received IxDA’s first annual Interaction Design Award for the design of Ford Motor Company’s SmartGauge. He also co-authored the bestselling book Baseball Field Guide, explaining the complex rules of Major League Baseball.

 

In addition to consulting Dan frequently writes and lectures on various aspects of design research, the future of design, and the human experience.

 

Definition of branding:

Branding (meaning, the act of branding) is an attempt to shape someone's opinion.

 

Rand Fishkin

 

Rand Fishkin

In 2004, Rand Fishkin co-founded Moz, an inbound marketing software company and host of the web's most vibrant community of online marketers. Based in Seattle, WA, Moz's focus is on serving professional marketers with analytics and recommendations to improve their web traffic and customer acquisition through inbound channels such as SEO, social media, content marketing, and more.

 

Definition of branding:

Branding is the process, tactics, and result of creating connections in people's minds between an organization, product, or concept and a set of characteristics. Some branding is intentional, but much of it is not. The job of a marketer in branding is to align the desired associations with the actual ones and amplify the associations' reach.

 

Jordan Hruska

 

Jordan Hruska

Jordan Hruska is the former Executive Director, Creative, at Fab.com. He has written articles and essays for the New York Times, The Economist, Vogue Italia, Monocle, and Rizzoli books among other publications. He is also the co-author of The Library of Philip Johnson: Selections from the Glass House.

 

Definition of branding:

Branding is strategically engineered identity applied to a company, entity, person, or even a concept/idea, intended to commodify it and render it easily recognizable, and thus, easily shared, traded, reproduced, and purchased by potential consumers. It is a capitalist conceit that weaves storytelling and myth-making into a commodified value oftentimes greater than the sum of its physical parts, assets, or offerings.

 

Joe Marianek

 

Joe Marianek

Joe Marianek is a designer, educator, and partner at Small Stuff, a design studio based in New York. Prior to co-founding Small Stuff, he lead integrated branding projects at Apple in California, and was an Associate Partner at Pentagram in New York. Joe serves on the board of AIGA’s New York Chapter, and teaches at the School of Visual Arts.

 

Definition of branding:

Branding is a means of manipulating identity in order to manage perceptions.

 

 Dinah Fried

 

Dinah Fried

Dinah Fried is a designer, educator and partner at Small Stuff, a design studio based in New York. She teaches courses at the School of Visual Arts, and is the author of Fictitious Dishes: An Album of Literature’s Most Memorable Meals (Harper Collins, 2014).

 

Definition of branding:

Branding is like cooking in that it requires a bit of skill, a lot of intuition, and the right ingredients. You shouldn’t always follow a recipe, and if you’re lucky, people love what you make.

 

Bennett Peji

 

Bennett Peji

Bennett Peji is a strategic communications planner, brand strategist, designer and frequent international speaker. His expertise includes Civic Branding (the branding of cities, neighborhoods and districts) and Community-centered Design. He has extensive experience facilitating planning retreats and community workshops that inspire all attendees to achieve a common vision.

 

Bennett is Principal at Civic Branding where his goal is to find the key ingredients to help communities, cities and districts become and remain relevant and competitive in the face of constant change. His TEDx talk on branding can be seen here.

 

Definition of branding:

The branding that matters to me is community-centered branding, specifically “civic branding,” which is about uncovering the heritage and unique qualities of a community in order to make its identity central to the development plans of a community, city or district – to serve as the platform on which the strategies and tactics of the organization are built. This is done by working with the community to establish insights that:

 

1.Create a distinct and authentic sense of place

2. Weave together the places, businesses, people and their stories

3. Help restore the pride of local culture and history

4. Enhance the city’s ability to attract business and investment.

 

Shelly Fireman

 

Shelly Fireman

Shelly Fireman is the founder and CEO of the Fireman Hospitality Group. Fireman has created and operated some of New York’s most acclaimed restaurants, including Trattoria Dell’Arte, two Brooklyn Diner outposts, Redeye Grill, and Bond 45.

 

Definition of branding:

I don’t think there’s a clear definition of branding. It surely isn’t clear to me because the label or tag that is used loses its meaning. It’s a word like love or sex, it comes in so many shapes and sizes that it’s impossible to label.

 

If push comes to shove, after millions dollars of advertisement, after having a unique product that millions know, that has consistency to it, that you need to have, that serves a useful purpose, so much so that it’s on shelves everywhere or millions have put it in their stomach or wore it. There’re very few products like that except Coca Cola, Colgate toothpaste and McDonald’s. It is a word that I strongly believe is used by advertising and PR people to get more money out of the client. It’s like language used by lawyers, they create their own language so they can charge you extra. It’s Miller beer; it isn’t your local restaurant. It can be localized and it can be nationalized and personalized. It is, in my opinion, like pornography, sometimes I’ll understand it and most of the time I won’t.

 

Larry Sombke

 

Larry Sombke

Larry Sombke is a cookbook author and specialty food entrepreneur. He founded Larry’s Southwestern Sauces, a line of cooking sauces inspired by the distinctive flavors of southern Mexico and the Southwest United States.

 

Definition of branding:

Branding is creating a distinctively authentic recipe that brings people to the table again and again to tie memories with flavor and great conversation.

 

James Heaton

 

James Heaton

For the past 17 years James Heaton has run Tronvig Group, a brand strategy consulting firm that helps museums, zoos, arts organizations, and other mission-driven non-profit and for profit brands with marketing strategy, brand strategy and organizational alignment.

 

Organizations succeed when they have both the strategic and tactical means to effectively carry forward their mission and achieve their goals.

 

Definition of branding:

A brand is whatever your consumers have in their minds about you.

 

Emmelie De La Cruz

 

Emmelie De La Cruz

Emmelie De La Cruz is a personal branding strategist and entrepreneur. After working in various areas of marketing and communication, she launched her personal brand consultancy, The Branding Muse, specializing in brand identity development, digital brand management and design. Emmelie has spoken at over 15 organizations and trained hundreds of millennials on building a brand. Her insights have been featured in Clutch Magazine, the Miami Herald, PR Daily, Hot 97 and Forbes named her site one of the top career websites in 2013.

 

Definition of branding:

Branding is the process in which we shape our reputation and the expectations people have of us. It is that way that you communicate your unique value and contribution to the lives of others. A brand is not a logo or tagline; it is a strategically formulated message that speaks to your passions and helps to develop a relationship with your audience.

 

Gail Anderson

 

Gail Anderson

Gail Anderson is a designer, writer, and educator. She has served as Creative Director of Design at SpotCo, and worked at Rolling Stone magazine as associate art director, deputy art director, and finally, as the magazine’s senior art director. She is currently a partner at Anderson Newton Design.

 

Anderson is co-author of eight books on design and popular culture with Steven Heller, and serves on the boards for The Citizens’ Stamp Advisory Committee and the Type Directors Club. She is the recipient of the Lifetime Achievement Medal from the AIGA, and has received awards from organizations including The Society of Publication Designers, The Type Directors Club, The Art Directors Club, and Communication Arts.

 

Definition of branding:

Branding is the promise of a relationship with the consumer. And like any relationship, it could turn into love, or...

 

Bobby C. Martin Jr.

 

Bobby C. Martin Jr.

Bobby C. Martin Jr. is a designer and educator. He is the co-founder of OCD (The Original Champions of Design) with Jennifer Kinon. Together they develop brand identity systems for a broad range of clients that include the National Basketball Association, Girl Scouts of the USA, and Friends of the High Line.

 

Definition of branding:

A mission.

A message.

A name.

A nickname.

A symbol.

A character.

A color.

A statement.

A method.

A commitment.

A feeling.

A belief.

 

Maggie Weinberg

 

Maggie Weinberg

Maggie Weinberg is the Creative Services Director at Fast Company.

 

Definition of branding:

A brand is shorthand for what we can expect from a given company. This includes both the tangible (i.e. the quality and style of products and services) and the intangible (i.e. a company's ethos, purpose, and relationship with their community).

 

A brand’s meaning is earned through action. Branding is the art of presenting a brand in the best possible light. Marketing is the art of sharing a brand message in the best possible way.

 

 Lee Cockerell

 

Lee Cockerell

Lee Cockerell is the former Executive Vice President of Operations for the Walt Disney World® Resort. For 10 years Lee led a team of 40,000 Cast Members and was responsible for the operations of 20 resort hotels, four theme parks, two water parks, a shopping & entertainment village and the ESPN sports and recreation complex in addition to the ancillary operations which supported the number one vacation destination in the world.

 

Lee is currently dedicating his time to public speaking, writing about leadership, management and service, and consulting for organizations around the world. He just launched an online learning site, thrive15a very unique way to learn about leadership, management and customer service. 

 

Definition of branding:

Branding is simply the reputation of a product, person or organization.

 

Su Mathews

 

Su Mathews

Su is a senior partner in design at Lippincott’s New York office. For over two decades, she has thrived at the intersection of graphic design and brand strategy. Using the power of design to develop inspiring creations while solving business problems, Su has worked with a broad range of notable clients including Chick-fil-A, eBay, Hayneedle, Hershey’s, Hyatt, IHG, Liz Claiborne, New York Public Library, RadioShack, Red Robin, Samsung, Shutterstock, the U.S. Department of State and Walmart.

 

She currently serves on the AIGA National Board of Directors where she will be spearheading a Women’s Leadership Initiative.

 

Definition of branding:

A great brand is compelling and true. Branding is the art and science of building connections through authentic stories, signature innovations, and inspiring experiences both inside and out.

 

Armin Vit

 

Armin Vit

Armin Vit is a graphic designer and writer. He is the co-founder of UnderConsideration, a graphic design enterprise in Austin, TX, that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.

 

Definition of branding:

Branding is building and establishing expectations about the experience a person will have with a product, service, or company and, ideally, meeting those expectations in a manner that is so positive that the same person will want to have that experience again. And again.

 

J'aime Cohen

 

J'aime Cohen

With a focus on consumer experience, J'aime Cohen recently created brand identities for Top Chef host Tom Colicchio and restaurateur Donatella Arpaia's newest endeavors.

 

A former Managing Partner of The Apartment Creative Agency and an even former celebrity Publicist, Cohen has over 15 years of diverse professional experience.

 

She is a founding member of The Masters in Branding Program at The School of Visual Arts, where she created the department's visual identity. Cohen also created and designed the facilities interiors, all in an effort to develop an emotionally connective environment and build awareness of the importance of branding education.

 

J'aime Cohen has been a juror for the iF Design Awards in Germany, is the Director of Admissions for the Masters in Branding Program at The School of Visual Arts and is a member of the AIGA.

 

Definition of branding:

Simply put, a brand is a promise. It is a tool that we use to connect to those around us. When used effectively it can provide tangible growth and tremendous value.

 

Peter Buchanan-Smith

 

Peter Buchanan-Smith

Peter Buchanan-Smith is a designer, entrepreneur, and founder of Best Made Company.

 

Definition of branding:

At a quiet bus stop, a woman waits. She casually glances upon the ad next to where she sits, and for a split second she vanishes, seemingly removed from the everyday.

 

Jory Benerofe

 

Jory Benerofe

Jory Benerofe is the Vice President of Branding at vineyard vines, a lifestyle apparel brand. He originally joined the company as a tie designer, but quickly focused his efforts to help shape the visual presentation and voice of the company.

 

Definition of branding:

Branding is the art of communicating the essence of what a company stands for, looks like and acts like; culminating in shaping the experience an end user has when interacting with it. If a company’s branding is effective, the end result is one where the audience will develop an emotional connection that aligns with their own life experience(s) and state of mind. That emotional connection serves to link like brand enthusiasts with each other creating a community. That community then shares it, supports it and grows it.

 

Nic Faitos

 

Nic Faitos

Nic Faitos is the founder and senior partner at Starbright Floral Design.

 

Definition of branding:

Branding is our signature on the art created by our life’s work, on our product or service. Branding is the whole of the mental image that others have of us when the name of our organization or our person pops into the theater of their mind. It is the first thought, good or bad, that others have of us when our name is mentioned. While many strive for a coherent and uniform branding image for all to see, it is rare that any two people see the same entity the same way.

 

Monte Lipman

 

Monte Lipman

Monte Lipman is the founder and CEO of Republic Records.

 

Definition of branding:

Branding is weaving a narrative into pop culture.

 

Johnny Earle

 

Johnny Earle

Johnny "Cupcakes" Earle is the CEO and founder of the brand Johnny Cupcakes, an experience-based, retro bakery-themed t-shirt shop in Boston, Hull, Martha’s Vineyard, Los Angeles and London. He speaks world-wide on how to start or grow a unique business, passion or idea with little-to-no start up money and believes that real success is being happy doing what you love.

 

Definition of branding:

Anybody can start a company, but a brand can't be started overnight. Branding is when you turn a business or a project into a living, breathing thing; something that provokes feeling.

 

Matt Britton

 

Matt Britton

Matt Britton is the founder and CEO of MRY, a world leading social media and youth marketing agency that has worked with some of the world's leading brands – including P&G, Microsoft, Coca-Cola, and Visa – to help them connect with this rapidly evolving and highly elusive consumer.

 

Definition of branding:

Branding is the art of building an emotional component to how a person, place, or thing is widely perceived.

 

Jennifer Kinon

 

Jennifer Kinon

Jennifer Kinon is a designer, educator and co-founder of OCD (Original Champions of Design). She has helped to develop brand identity systems for clients that include: the National Basketball Association, Girl Scouts of the USA and Friends of the High Line. Her work has won awards from the Art Directors Club, D&AD, AIGA365, Type Directors Club and Print as well as Best of Show and Judge's Pick in the 2011 Brand New Awards.

 

Definition of branding:

A person has a soul. A product has a brand.

 

Anthony Rotolo

 

Anthony Rotolo

Anthony Rotolo is a technologist, futurist, author and professor at the S.I. Newhouse School of Public Communications at Syracuse University where he serves as director of the Master's in Communications program. Anthony is also a leading expert on emergent media and digital technologies and author of The Book on 3D Printing, an easy-to-understand guide to the exciting new field of 3D Printing and digital fabrication.

 

Definition of branding:

A brand is the experience of a shared idea or set of values made real through products, communication and action.

 

Malcolm Gladwell

 

Malcolm Gladwell

Malcolm Gladwell is a journalist, bestselling author, and speaker. He has been a staff writer at The New Yorker since 1996 and prior to that, he was a reporter at the Washington Post.

 

Definition of branding:

An identity attached to an inanimate object.

 

Nadia Tuma

 

Nadia Tuma

Nadia Tuma is Deputy Director of Truth Central - McCann Worldgroup's global thought leadership think tank - where she works to uncover the world's untold truths. Nadia also teaches Brand Strategy at the School of Visual Arts Masters in Branding program, where she hopes to inspire her students to ask the right questions, rather than search for quick answers.

 

Definition of branding:

A brand is the literal manifestation of a specific set of aspirations - targeted to resonate with the deep, underlying personal desires of a specific set of people. If done correctly, this manifestation resonates with those people in such a profound and intimate way, that it can cause them to behave in ways they themselves would consider irrational if observed in others.

 

Stanley Hainsworth

 

Stanley Hainsworth

Stanley Hainsworth is the founder and CCO of Tether, the creative, cross-discipline studio that masterminds brand-to-consumer love affairs.

 

Definition of branding:

I'm a prisoner of my hairdo. A brand is a person.

 

Tom Guarriello

 

Tom Guarriello

Tom Guarriello was born in The Bronx at the beginning of the Baby Boom. He received his Bachelor's and Master's degrees in psychology from the University of Dayton and earned a doctorate in clinical psychology from Duquesne University. Tom specializes in helping individuals and organizations develop the creative ideas, innovative methods and customer-focused products needed to succeed in rapidly changing environments. He has worked with a wide variety of companies (from Victoria's Secret to Harvard Business School) in the apparel retail, publishing, insurance, health care, transportation, and communication industries.

 

In late 2009, Tom was invited to become a founding faculty member for the Masters In Branding program at New York's School of Visual Arts. He currently teaches “The Meaning of Branded Objects,” a course in the psychology of branding and serves as one of Thesis advisors for the program's students. Read Tom's full bio.

 

Definition of branding:

I’d say that a brand is a container—or nexus—for the complex network of personal/social/cultural meanings that have become attached to the sounds, flavors, smells, textures, images and stories that pervade specific objects.

 

Josephine Eke

 

Josephine Eke

As a graduate of the Rhode Island School of Design Josephine’s first roles were on the agency side of branding working in print, packaging, and video. This experience transferred into leading large cross-functional brand creative teams for global billion-dollar corporations including Estée Lauder, Mattel and Hasbro.

 

In 2010 Josephine received a scholarship to attend the Executive Masters of Business Administration program at Northeastern University and graduated with an MBA in Global Business and Innovation.

 

Inspired by her love of painting and the environment Josephine developed Ekeoart as a creative vehicle for contributing funds to land conservation in New York and Rhode Island.

 

Definition of branding:

Brand is an intangible asset on the balance sheet - Branding is the guidance & management of relationships that build value - allowing successful brands to create wealth for their companies and become a valuable asset.

 

Noah Brier

 

Noah Brier

Noah Brier is the co-founder of Percolate, a thoughtful technology company that helps brands create content at social scale.

 

Definition of branding:

A brand is the sum-total of interactions a person has with a company's products, people, and communications.

 

Christine Mau

 

Christine Mau

EMEA Design Director

Kimberly-Clark

 

Christine Mau is driving the design transformation for Kimberly-Clark’s Consumer Brands in Europe, the Middle East and Africa. In this role she is responsible for integrating design thinking into the innovation pipeline for product, packaging, communication and most importantly, the culture.

 

Christine began building a career by leveraging strategic design against business objectives and consumer behaviors to create unexpected solutions. Today she enjoys working with a diverse team to re-vitalize commoditized products that drive growth, as demonstrated Kleenex® Ovals, U by Kotex and Cottonelle Flushable Cleansing Cloth launches. She currently lives in London, England with her partner, an artisan, and 16 year old son. Proud that their oldest son is studying Design in the states!

 

Definition of branding:

Branding: A promise. Product: The delivery of the promise.

 

Melanie Wiesenthal

 

Melanie Wiesenthal

Melanie Wiesenthal is a Partner at Deerfield, a boutique branding studio focused on retail, fashion and beauty based in Williamsburg, Brooklyn. Before her in-house experience, Melanie worked for award winning design firms Carbone Smolan Agency and The Valentine Group.

 

Melanie is on the AIGA/NY Board of Directors and serves as the Education Chair. She is also a faculty member at the School of Visual Arts' Masters in Branding program and previously taught studio classes at Parsons, the New School for Design. Her work, both corporate and freelance, has been featured by The Art Director’s Club, Print Magazine, Communication Arts, Graphis, Cooper Hewitt Design Museum, How Magazine and Graphic Design USA.

 

Melanie was born in Toronto, Canada and is a graduate of McGill University, Montreal and Parsons School of Design, New York. See more of her work at www.bydeerfield.com.

 

Definition of branding:

Branding is the act of storytelling.

 

Faris Yakob

 

Faris Yakob

Faris Yakob is the founder and principal at Genius Steals LLC, a strategy and innovation consultancy that works with nice agencies + brands + startups on new communications ideas, new product concepts, and new ways of thinking.

 

Definition of branding:

A brand is a behavioral template, guiding the activity of the whole. A belief about how the world is and how it could be. So, branding is the process of harnessing and articulating that belief, so that it may inform actions and communications.

 

Virginia Postrel

 

Virginia Postrel

Virginia Postrel is a columnist for Bloomberg View and the author of The Power of Glamour, The Substance of Style and The Future and Its Enemies.

 

Definition of branding:

A brand is a promise of a certain kind of consistency and continuity over time. That may be basic product quality (Gold Medal Flour) or it may also include meaning (Nike) or an aesthetic point of view (Braun). It may be commercial or noncommercial (Harvard, the Catholic Church, the U.S. Marine Corps). The tricky part of maintaining a strong brand is preserving the consistent core value while changing with the times.

 

Peter Powell

 

Peter Powell

Peter Powell is SVP Creative Director of Leo Burnett Business, the B2B specialist group of Leo Burnett.

 

Definition of branding:

Bridging the gap between what people think of a company and its true value.

 

Craig Lucio

 

Craig Lucio

President and owner of Lucio Construction Inc.

 

Definition of branding:

Recognition without definition.

 

Jill Tannenbaum

 

Jill Tannenbaum

Chief Marketing Officer at Cohn & Wolfe

 

Definition of branding:

To inspire love, motivate action and build loyalty (for a product, company or services).

 

Cliff Sloan

 

Cliff Sloan

Cliff is the co-founder of Phil & Co., an agency dedicated to contemporary marketing for philanthropies and companies "doing good." Among Phil & Co.'s clients are the YWCA, American Museum of Natural History, Cablevision, Carnegie Corporation, David Lynch Foundation and The Nature Conservancy. Cliff also teaches Cause Branding and Marketing at the School of Visual Arts in New York City.

 

Definition of branding:

Branding is a promise made on behalf of a product, person or “thing” that represents its value(s) — both on a functional and emotional level. It is brought to life and reinforced by every aspect of communications that touches or represents that product, person, product, or “thing.”

 

David Weisman

 

David Weisman

Adjunct Profesor at School of Visual Arts Master's in Branding Program, and Senior Emotional Quotient Engineer, Innovation Lab, at Standard & Poors.

 

Definition of branding:

#1: Branding is the process of developing a business spirit.

#2: Branding is the process of identifying and leveraging tangible and intangible assets to become more competitive in the marketplace.

#3: Branding is the shoes your company wears.

 

Doug Smith

 

Doug Smith

Doug Smith is the director of brand marketing at Foot Locker and Kids Foot Locker.

 

Definition of branding:

Proper Branding connects the customer intellectually and emotionally to the intended product (Person, Place, Service or Thing) with the Brand promise. Successful execution determines positive, negative or indifference of the audience.

 

Beth Kaiser

 

Beth Kaiser

Beth Kaiser is a brand planner, consumer enthusiast, strategic consultant and homesteader. She's spent 15 years helping make brands smarter alongside agency partners like JWT, Victors & Spoils, Arnold Worldwide and Naked. Always fascinated by people and decision-making, Beth holds a dual degree in Decision Sciences and Marketing from Miami University, the one in Ohio.

 

Beth was a founding board member of I’m From Driftwood, a storytelling blog that helps LGBT youth feel not so alone. She has lectured at the Miami Ad School, served as an advisor in the AAF National Student Advertising Competition and judged the Effies, twice.

 

Definition of branding:

Branding is giving people something to love even when they're not engaging with your product.

 

Gene Campanelli

 

Gene Campanelli

Gene is SVP, Creative Director of Leo Burnett Business. The B2B specialist group of Leo Burnett.

 

Definition of branding:

A “brand” is what people say about you when you’re not in the room. (Unfortunately I didn't come up with this definition, but wish I had.) So “branding” is insuring that when you are out of the room, people say how much they love you, need you, and can’t live without you.

 

Richard Shear

 

Richard Shear

Richard Shear’s career has been influenced by a fascination with visual history, driven by a curiosity for the culture of retail brands, and guided by a rich experience in package design.??

 

As an entrepreneur and Founding Principal of The Shear Partnership, my expertise lies in helping clients uncover the visual heritage of their most iconic brands, and using this design equity to help them build and position these brands in ways that inform, connect and motivate. ??

 

As an educator and Founding Faculty of the Masters in Branding program at the School of Visual Arts my focus is on building awareness of the rich legacy and growth of the global consumer culture and its intrinsic connection to the evolution of visual history; and by doing so identify their influences on contemporary brands.

 

Definition of branding:

Branding is the universal language of commerce. As with all languages it has a vocabulary that is never still; the product of generations of speakers that have come before, sculpted daily by the cultures that touch it, and headed in a direction influenced by events yet to unfold.

 

Federico Evangelista

 

Federico Evangelista

Senior Brand Planner at Arnold Worldwide

 

Definition of branding:

Branding = the identity/personality of a product, service, place, person. When done well, it is so magnetic that it makes people want to experience it over and over again.

 

Sem Devillart

 

Sem Devillart

Sem produces break-through insights, strategies and product concepts, based on a root-level understanding of the patterns that constitute our culture. Recently, she has developed research methods to track, quantify and map qualitative cultural change for companies and is a founding faculty member of the Masters in Branding Program at The School of Visual Arts and co-founder of Popular Operations.

 

Definition of branding:

Branding is myth-building for commercial purposes.

 

Chip Paucek

 

Chip Paucek

Chip Paucek is the co-founder and current Chief Executive Officer at 2U, Inc. Prior to 2U, Inc. Chip was the founder of Cerebellum Corporation, the company behind the award-winning educational Standard Deviants television program which was distributed on over 100 PBS stations and was selected by TV Guide/Today Show as the top show for kids. Chip was also the co-manager for the re-election campaign of US Senator from Maryland Barbara Mikulski and served as the CEO of Hooked on Phonics.

 

Definition of branding:

Branding isn’t about marketing really, it's about building relationships. A brand leaves an indelible mark, either positively or negatively, on someone based on a relationship they perceive themselves to have with that company, product or person. When building a brand, build a relationship.

 

Julie Newton Cucchi

 

Julie Newton Cucchi

Founder, 98pt6

 

Prior to 98pt6, Julie was Head of Strategic Consulting at Nick & Paul and Creative Director at Faith Popcorn’s BrainReserve. She spent years as Creative Director at global ad agencies (Ogilvy & Mather and Ammirati Puris) on Fortune 500 brands. She has won numerous awards for her copywriting and advertising work including Clios and One Show. Julie has helped launch new brands, refresh old brands and clarify strategy, target and messaging for others. She is passionate about driving towards deep consumer insights to animate a powerful brand strategy brand expression. Julie teaches a brand seminar at Drew University and is a mentor at the Rothman Institute for Entrepreneurship. She graduated Summa Cum Laude from Princeton University with a B.A. in English Literature and Romance Languages.

 

Definition of branding:

Branding is not a thing. It's a process. It is an ongoing process of assigning and attaching meaning and relevance to a product, service, institution or person.

 

Martyn Clarkson

 

Martyn Clarkson

Martyn Clarkson is VP Director of Strategy at Leo Burnett Business in NYC.

 

I would have been a criminal psychologist if I hadn’t been drawn to advertising and communications. I’ve always been fascinated by the motivations of individuals and how we interact. I chose advertising because understanding the behaviors and motivations of groups is just plain harder to do.

 

Definition of branding:

Brand is your reputation base, made up of all your actions and communications. Branding is the art and science of building trust, preference and connection from that base.

 

Bret Sanford-Chung

 

Bret Sanford-Chung

Right Brain/Left Brain Marketer

 

Bret is the poster-child for the non-linear career path—she’s run client-side marketing organizations, multi-disciplinary agency teams and award-winning creative teams. Currently, she is Managing Director of Brand Innovation at The Joey Company, a fast growing agency in DUMBO Brooklyn about whom AdAge said “the secret is out.” Before that she was at JWT building the first-ever single P&L structure for the multi-agency team handling the HSBC business in North America. Among the award-winning work her team created is the HSBC “Soapbox” work that has garnered much press for its refreshingly honest tone during the financial crisis. Bret spent 6 years as SVP, Marketing for Smith Barney Citigroup, where she relaunched the dormant Smith Barney brand as a vital, progressive financial firm. But Bret started her career as an award-winning advertising Creative Director working at legendary agencies like Kenyon & Eckhardt, Grey and Lowe and Partners. She is also a professor at The Masters in Branding program at SVA, teaching “The Business of Branding,” is a certified yoga teacher, and shares her life with her husband, two children, the dog, the cat and her surfboard.

 

Definition of branding:

A brand is a memory. It is the collective memory of every experience humans have with the entity the brand represents. I say entity because anything people have impressions of can be a brand-- a place, person, performance, a religion. All of these memories aggregate to form the feeling we have about the entity. Even if you've never had any direct experience with the entity, your impressions of the brand and your predilection to engage with it, are formed by that collective memory. Branding is the act of creating those memories.

 

Roberto de Vicq de Cumptich

 

Roberto de Vicq de Cumptich

Roberto de Vicq de Cumptich was born in Rio de Janeiro, Brazil, and moved to New York to pursue his MFA at Pratt Institute. He began working for Condé Nast Magazines, then became Art Director for Random House and later, Creative Director for HarperCollins. Today, he has his own studio where he develops an array of projects. He has received awards, from the AIGA, Art Directors Club, Communication Arts, Eye, Graphis, How, Print, Type Directors Club and Literary Market Place.

 

Definition of branding:

Branding is a lie. The idea is not only creating the face or the name, but now to create a fake narrative and emotions. For branding to work, it needs to be transparent and it needs to be true. Because you are dealing with things that are intangible, you need some measure of honesty.

 

SCOTT S. WILLIAMS

 

Scott Williams

Scott Williams is the Executive Vice President and Chief Creative Officer of Commune Hotels + Resorts which includes Joie de Vivre, Thompson Hotels and Tommie.

 

Definition of branding:

Tattooing, microchips, ear notching, tagging, iris-recognition technology and semi-permanent branding aside, branding is terrific storytelling. Creating a mark on the consumer's psyche that motivates him/her to choose one thing over another.

 


Ken Carbone

 

Ken Carbone

Ken Carbone is a designer, artist, musician, author and teacher. As the co-founder and Chief Creative Director of the Carbone Smolan Agency, he is among America's most respected graphic designers, whose work is renowned for its substance and style. Under his design ethos to "unify, simplify, amplify", Ken has built an international reputation creating outstanding design programs for a world-class clientele that includes W Hotels, Morgan Stanley, Christie's, Tiffany & Co., Mandarin Oriental Hotel Group, and Canon, as well as celebrated institutions such as the Museum of Modern Art, The High Museum, Natural History Museum of Los Angeles and the Musée du Louvre.

 

He is the co-author of Dialog: What Makes a Great Design Partnership which celebrates the 35 year collaboration with his partner Leslie Smolan. He is a professor in the Masters in Branding and MFA programs at the School of Visual Arts in New York City, and is a featured blogger for Fast Company magazine and The Huffington Post.

 

Definition of branding:

Branding is the sensory presentation and reinforcement of everything a brand promises to deliver.

 


Gary J Lewandowski

 

Gary J Lewandowski

Gary is the Director of Marketing, Analgesics at Purdue Pharma L.P.

 

Definition of branding:

Branding = Differentiated Identification

 

Scott Lerman

 

Scott Lerman

Scott Lerman has guided the development of branding programs for dozens of the world's most influential brands--including Caterpillar, American Express, Owens-Illinois, 3M, National Semiconductor, National Australia Bank, and Harley-Davidson. As a leader, he has helped shape several global branding firms, including Siegel & Gale, Enterprise IG, and currently, Lucid Brands. Scott is on the founding faculty of the School of Visual Arts' Masters in Branding program and helped create the first AIGA Chapter devoted to branding. In 2013, Scott authored a guide to Building Better Brands, published by HOW books.

 

Definition of branding:

Branding is the definition, communication, and management of a compelling truth.

 

Olivia White

 

Olivia White

I grew up in Texas, but ventured to Los Angeles where I studied Spanish and International Relations at the University of Southern California. After graduating, I moved to New York City and am now the Creative Director of 41 Winks, Inc. an online boutique bedding company. My job has been to rebrand and re-launch the company in a new direction.

 

Definition of branding:

Branding for a company means creating itself in an aesthetically unique way that is recognizable to consumers. In other words, it means fabricating a company's personal style. When branding 41 Winks, we had to first decide which lens we wanted the world to see us through--stylish, fun, sophisticated and well-crafted--and we had to remain dedicated to that lens. We established ourselves in a particular market before we launched, knowing that our brand will be intertwined with all of our marketing and public relations outlets thereafter.

 

We have to instill trust into our consumers that we are who we hold ourselves out to be. Being true to our brand is the way to accomplish that; therefore, we continually have to question each decision, whether it's deciding what products to sell, discussing what to upload on social media, or discerning which other brands with which to associate. In all we do, we must ask ourselves, "Does this align with our brand?" Knowing the other brands we're up against, we must also ensure our brand differentiates us from our competitors and keeps us relevant.

 

Stuart Ruderfer

 

Stuart Ruderfer

Stuart Ruderfer is the Co-Founder and CEO of Civic Entertainment Group, A Seacrest Global Company, behind some of the biggest events, promotions and brand partnerships for clients including HBO, NFL, NBC News, Airbnb, CNN, and many more.

 

Definition of branding:

Branding is what you want to be famous for!

 

Kyle Hildebrant

 

Kyle Hildebrant

Kyle Hildebrant is a designer, brand strategist and founding partner of OVO.

 

Definition of branding:

Branding is the deliberate act of influencing brand—the intangible impression that exists only in one’s mind. Branding informs content and tone. It seeks to align what is promised with what is delivered.

 

Danya Cheskis-Gold

 

Danya Cheskis-Gold

Danya Cheskis-Gold is the Director of Community at Spark Capital. She oversees marketing, PR, and events for Spark and is responsible for cultivating and supporting the Spark Capital network. Full profile here.

 

Definition of branding:

What is branding? For starters, it's not what's in your pitch deck. It's not what pain point your business is solving and how big the market is for your solution. Branding is knowing your mission and vision and being able to consistently display it in every breath your product or company takes.

 

Todd Damon

 

Todd Damon

Todd Damon is the Sr. Design Manager for Gillette at Proctor & Gamble. Prior to working with Gillette, Todd was hired as a Vice President for GunnDesign where he worked with a variety of New England based companies like Ocean Spray, Avalon Water and The Gillette Company. He also supported The Campbell Soup Company as a Sr. Designer for over two years as well as has package design experience at Revlon as a Designer on color cosmetics, fragrances, department store brands and visual merchandising. Full profile here.

 

Definition of branding:

Aside from experiencing a new brand for the first time, branding is the perception one associates to a company, product and/or visual from past interaction/s.

 

Guido Schmitz

 

Guido Schmitz

Guido Schmitz is the head of packaging and technology innovation for Bayer Consumer Care, a division of Bayer Healthcare. Guido is responsible for leading new technology and packaging development activities for analgesics, cardiovascular risk prevention, cough and cold, dermatology, gastro-intestinal, and nutritional brands. He is a member of the Bayer Expert Club, a Bayer network of innovation leaders to drive unique future product concepts.

 

Definition of branding:

A brand for me is the perception from the consumer of a company or product. A brand is action, belonging, confidence, passion, security and trust; this means for me, a brand is a set of unique values.

 

Chris Cureton

 

Chris Cureton

Designer and brand consultant based out of Charlotte, North Carolina.

 

Definition of branding:

Brands are symbols, and branding is the art of symbolizing. Symbols come in many forms. How these forms are perceived is dependent on our senses: sight, sound, smell, taste and/or touch. Branding, the art of symbolizing, uses these forms to represent and convey knowledge, beliefs, actions, objects, people and places.

 

Benjamin Jankowski

 

Benjamin Jankowski

Group Head of Global Media at MasterCard.

 

Definition of branding:

The persona that a manufacturer develops to reflect their product and service among customers. Ultimately, this brand will be how the manufacturer motivates and inspires all customers (consumers, trade, investors, regulators, etc…) to think favorably about their product. In addition to being inspiring, the brand needs to be differentiated in the market, clear and easy to use in multiple aspects of communication.

 

Neil Blumenthal

 

Neil Blumenthal

Co-founder and co-CEO of Warby Parker. Previously, Neil was a director at the non-profit VisionSpring.

 

Definition of branding:

Brand is just another word for "personality."

 

Stuart Foster

 

Stuart Foster

Vice President of Marketing, Luxury Brands at Hilton Worldwide

 

Definition of branding:

Branding is the art of generating or creating the value defined as the difference between what a product or service costs to deliver and what a consumer will pay for it. Luxury Branding is so esteemed and sought because this value or difference is greater than that at the budget level. The difference a consumer pays for a room at a Waldorf Astoria and what it costs to deliver that hotel experience, is the value of the Waldorf Astoria brand.

 

Warren Berger - what is branding

 

Warren Berger

Warren Berger has studied hundreds of the world’s leading innovators, entrepreneurs, and creative thinkers to learn how they ask questions, generate original ideas, and solve problems. He is the author of the new book A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas (Bloomsbury). His writing and research on questioning and innovation appears in Fast Company, Harvard Business Review, and Wired.

 

Definition of branding:

A shorthand version of your story. It's saying here's who I am, what I stand for, what I offer -- but it must do this in ways that are non-literal and easily, quickly, emotionally, powerfully conveyed.

 

David Szahun - what is branding

 

David Szahun

Director of U.S. Media at American Express.

 

Definition of branding:

Clearly defining what you stand for and ensuring it leaves a lasting impression on your target (be it a consumer or a cow hide).

 

Dawn Hudson - what is branding

 

Dawn Hudson

Vice Chairman of The Parthenon Group. Previously she was president and chief executive officer of Pepsi-Cola North America and has spent 13 years in marketing, advertising and branding strategy. She currently serves on the boards of directors of The Interpublic Group of Companies, Inc. and Lowes Companies, Inc.

 

Definition of branding:

Creating a relationship with the consumer or customer that sets you apart from competition.

 

Adam Panetta - what is branding

 

Adam Panetta

Strategist & Producer at barrettSF.

 

Definition of branding:

Branding is the promise you make to your audience. Hopefully it's an honest one.

 

James Speros - what is branding

 

James Speros

Executive Vice President and Chief Creative Officer at Fidelity Investments.

 

Definition of branding:

A brand is both a tangible mark and, at its best, a powerful emotional connection with the consumer. Brands are owned by consumers – not companies – and are built on both rational and emotional associations that go beyond the initial transaction to create a deep and lasting relationship that engenders advocacy and flat out love.

 

Carly Heitlinger - what is branding

 

Carly Heitlinger

Entrepreneur and digital media enthusiast. She started her blog College Prep in 2008 as a distraction from her dreaded Accounting 101 class. Widely known as "The College Prepster", Carly shares her voice and story with countless other girls. She is the author of The Freshman 50 and currently resides in New York City, where she spends her time writing and searching for the best pastries.

 

Definition of branding:

Branding is the heartbeat of an organization. Who they are and who they want to be!

 

Jon Gieselman

 

Jon Gieselman

Senior Vice President of Marketing at DIRECTV, Inc.

 

Definition of branding:

Branding is the immediate and visceral reaction you have to any product or service, and what you believe it communicates about you as an individual to others. Branding is what drives people to make regrettable wardrobe choices, and spend any amount of money on designer cat food.

 

Christopher Kindt

 

Christopher Kindt

North American Head of Communications at Red Bull Media House.

 

Definition of branding:

For me, now more than ever, people judge a brand by their experience(s) with it - any & all experiences they may have - by what it does for them and by what others say about it. NOT by what we (Ad/Marketing people) say the brand is. At the end of they day, it is people who ultimately decide brands. This is why you need consumers to work with you, and for you, to build these experiences.

 

Whitney Spielfogel

 

Whitney Spielfogel

Director of Field Marketing at popchips.

 

Definition of branding:

The outward expression of a brand – including its name, logo, slogan, trademark, and/or design scheme – is brand identity. At the very essence of it, branding is a promise to the customer (communicated through brand identity). It tells them what they can expect from the products or service and it differentiates it’s offering from its competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. Consistent, strategic branding leads to a strong brand equity, which means the added is value brought to a company's products or services. As someone who works in marketing, branding and public relations for a consumer packaged goods product, it is my job to act as an authority and promoter of the brand and its message, ensuring consistent brand expression through all client touch points, both external and internal.

 

Will Wiseman

 

Will Wiseman

Executive Vice President and Head of Strategy, U.S., Universal McCann.

 

Definition of branding:

The visual and conceptual identity of an offering. Both a look and a persona that guides what it does, how it does it and how it talks about it…

 

Rich Lobel

 

Richard Lobel

Executive Vice President and Chief Marketing Officer at CBS Altitude Group.

 

Definition of branding:

To me, branding is capturing the essence of emotional (and rational) values that products embody — and relating those values to people’s lives. Brands are expressions of ourselves… from toothpaste to cars, there is a reason we reach for specific brands and proudly display them in our garages, medicine cabinets, kitchen cupboards, closets, living rooms, bedrooms, and so on. Why do I buy Marvis toothpaste over Crest…? The traditional British image yet hip/cool vibe of this brand makes me feel better every am/pm when I brush my teeth. The packaging, the smell, the taste… the image of the brand resonates more with me than going with a mainstream brand. Why do I buy Skippy? Well, Skippy seems, to me, the brand for creative individuals! Go figure.

 

Carolina Rogoll

 

Carolina Rogoll

Carolina Rogoll has been building brands for over 10 years in the consumer goods industry, including successfully managing a Billion Dollar Brand. She has worked across different product categories, exceling at leading complex initiatives and diverse teams. She has been Faculty of MPSB- Masters in Branding at the SVA since 2011 teaching a very popular Brand Management Seminar.

 

Definition of branding:

Branding is a value system associated with a brand which includes its visual and written communication expression. Branding's objective is to make a brand distinctive so it can be recognized and preferred by consumers over other weak branded or non-branded products. Branding should speak to both the mind and the heart of consumers. This is what Star brands, those that shine above the rest, do well. They communicate clearly what they stand for and in relevant and superior way. The branding of Star brands - their value system- is clear, consistent and seeks to establish an emotional connection with the consumer.

 

Mark Mashaw

  

Mark Mashaw

Executive Vice President of brand and product marketing at 2U, Inc., an education technology company that partners with top tier colleges and universities to create the world's best online programs.

 

Definition of branding:

I think branding is the experience you have with a product (or company or person). To me "experience" is the right word because it speaks to the two way nature of the conversation, transaction, engagement.

 

Joe Rospars

 

Joe Rospars

Founder and CEO of Blue State Digital and principal digital strategist for both of President Barack Obama's presidential campaigns.

 

Definition of branding:

At worst, it's the communications equivalent of searing an ironclad message into the hide of your unwilling audience. At best, it's the authentic creation of a meaningful and lasting impression on the people most important to you through an interaction they value.

 

Bruce Nussbaum

 

Bruce Nussbaum

Author of the book Creative Intelligence, former assistant managing editor for Business Week, Professor of Innovation and Design at Parsons The New School of Design and founder of both the Innovation & Design online channel and IN: Inside Innovation, a quarterly innovation supplement.

 

Definition of branding:

Branding is the commodification of meaning.

 

Debbie Millman

 

Debbie Millman

President of the design division at Sterling Brands, Co-Founder and Chair of the world’s first Masters in Branding Program at the School of Visual Arts, President Emeritus of AIGA, host of “Design Matters," and author of six books on design and branding.

 

Definition of branding:

Branding is deliberate differentiation.

 

 

 

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