Branding explained to a child: What is a brand (Landor Perspectives 2012)

A conversation between father and son is used to explain the four pillars of brands - difference, relevance, esteem and knowledge.

Branding explained to a child: What is a brand (Landor Perspectives 2012)

Luc SpeisserLandor Associates

If you can't explain it to a six-year-old, you don't understand it yourself. –Albert Einstein

Recently my son asked me: "Daddy, what do you do at your job?"

Exhausted after an intense day, I'm tempted to give an easy answer such as, "I work in a place that draws things on the products people buy, like the wrapper on a Cote d'Or chocolate bar or the emblem on a Citroën car."

But pride forces me to avoid this stereotypical shortcut, and I hear...

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