New Word for Brand?

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by: Jennifer Rice

The recent conversation about semantics and 'words as symbols' got me thinking… I'd love a new word for brand. There's too much confusion about what this word is supposed to represent: the logo/tag line? the marketing campaign? the company in general? A study by The Brand Consultancy revealed that 50% of business professionals don't know what a brand means, and 90% don't know how to effectively represent their company's brand. Pretty scary. If anyone has another word for brand, let's hear it!

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