A Brand is Nothing More than a Cup You Fill with Meaning Later


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a brand is nothing more than a cup you fill with meaning later

http://battellemedia.com/archives/2015/01/three-golden-rules-naming-something.php

I agree — except I would add that a brand not only is empty and meaningless now, but will remain so forever. It is more like an “ID tag” — like your social security number or some other “unique identifier”. The whole purpose of a brand is to identify, not necessarily to impart any meaning.