Reading about John Jantsch’s The definition of branding - video version, and viewing his video on Branding got me thinking about my own definition of Branding.

When I was at the Future of Television conference earlier this week and shared my own insight about what branding is (http://www.webmetricsguru.com/2007/11/observations_from_the_future_o.html) it seemed, to me, that I had figured out what is the fundamental basis of branding – and idea, a belief, about something different that is being offered that can be communicated:

A Brand originates as a "philosophy" about a product/service, that, through it's execution and attributes, communicates meaningful differences to one or more of the Brand's target audiences.

That presupposes

(a.) suppose I’m taking about myself or specific company that I know (b.) a meaningful difference and can

(c.) communicate it (brand messaging) to

(d.) people that I want to direct those messages to (target audiences).

I like my definition because it enables me to measure branding, partially with Web Analytics while the definitions I hear about, like the one from Duct Tape Marketing (which is quite good, by the way) don’t.

Now, here's Duct Tape's video on Branding - in the next post I'll go more into how I think Branding could be measured via Web Analytics: