Your brand is your future

Jim Mullen

1971

PART ONE: WHAT MAKES IT YOUR BRAND

As you think about what makes it your brand, you will find a number of points to consider. Start with a generic question:

What is a Brand?

It's almost easier to say what a brand is not. It is not a person—not even the founder of your business, nor any one else. It is not the company, large or small, that owns it—no matter how long established or how many plants and trucks and chunks of machinery the company maintains. It is not the tangible product on the assembly line or in the package or on the shelf. It is not the service behind the ATM or the flight schedule or the fast food.

What is a brand, then? And where did it come from?