Brands beyond business

Simon Anholt

In this speech, Simon Anholt spoke on branding and development. He suggests that branding is a field of practice and the definition of a brand is the filter through which a product, service or entity is viewed.

Brands beyond business

Simon Anholt

Good evening. My theme this evening is branding and development - two words which we don't often hear in the same sentence.

First, some definitions.

I think we all know what a brand is, so I won't waste our time by trying to define brands or branding - we have definitions coming out of our ears. The fact that there have been so many attempts to define brands suggests there is a fundamental problem, and perhaps part of that problem is a failure to understand that branding isn't a technique, it is a field.

A...

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