Agency types love to throw around the term "brand" like it's some sort of deity, an all-knowing omnipotent solution to your marketing problem. But what exactly is a brand? A logo? A position in the mind? A guy in a black T-shirt scribbling on a whiteboard? A red-hot poker on a cow?
Dennis Hahn has created one of the best models for branding we've seen. His point is branding is not a start-to-finish process, where you need a clean slate and a cool mil to begin, but really a living ecosystem of parts that have to work together constantly. Like any engine, some brand parts may need a tune up. The model above shows you how to focus on each piece.
Also makes a cool board game. "Kids, you want to be Coke or Pepsi tonight?"
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