Top 10 reads from the week on brands and branding:
The video platform, Vimeo, has launched its Brand Creative Fund product, a new resource for brands to develop brand-enabled video content. Vimeo say each Brand Creative Fund engagement will be customised to support brands’ specific objectives, empowering marketers to create and distribute quality original video content to Vimeo’s audience of over a hundred million monthly viewers.
From Bernadette Jiwa
“The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.“
— The Business Directory
Branding in the traditional sense was designed to create recognition and awareness of commodities. It was the way business persuaded customers to decide. There’s a difference between being branded and becoming a brand. A distinction between recognition and significance. It’s possible to shift a lot of breakfast cereal through brand recognition. But if your brand isn’t loved then it’s replaceable. Branding might enable you to be top of mind. Top of mind isn’t the same as close to heart.
Quick video defining branding
This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia.