So I was at this party on saturday talking with a friend, and I guess one shouldn’t drink champagne after four hours of robbery-nightmare sleep, because he and I started accosting people demanding they describe brand in one sentence. Boy, if you’ve ever been stared at before–
Anyhow, we got some seriously vague answers, such as “the emotion something makes you feel” and some long ones that damaged brain cells prevent me from recalling.
We felt pretty sassy having come up with the two word definition “broadcasted personification.”
rebecca mailed me hers the next day, clearly still tramatized.
“brand (noun) = promised user experience. always superceded by actual user experience.
branding (verb) is the thing that
a) creates the promise of a particular experience and
b) triggers the brand’s emergence from the subconscious to the conscious.”
and matt sent me
“‘Brand : the first sentence someone says when the company is mentioned in conversation.’ As in “AutoNetwork – don’t buy there, those bastards screwed me over’. ”