What Brand Means

June 5, 2007 in Branding by snark

“The link between brands and trust is strong,” says Charles Green, co-author of The Trusted Advisor, in the first Carnival of Trust at his blog, Trust Matters. There, Charlie points us to a recent post by Sun’s CEO Jonathan Schwartz, who writes this about what brand means:

The saying goes, “a brand is a promise.” On a personal level, I’ve always felt that statement was incomplete. A promise is the lowest common denominator of a brand – it’s what people expect. Think of your favorite brand, whether search engine or sneaker or coffee shop or free software, and you’ll know what I mean – a brand is an expectation. If you experience anything less, you’re disappointed. A promise seems like table stakes.

But a brand must go beyond a promise. To me, a brand is a cause – a guiding light. For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected.

Read more here at Jonathan’s Blog.