today

went to an interesting creative meeting where brand and identity were brought up. the complexity of the entire branding idea is probably beyond most lay people. it was noted that "brand" is a hot button today - everyone has to be branded for whatever reason. most think if they have a logo, it is a brand where a brand is a way of (business) life. from the product, to the service that supports a product, to the mission and mission statement of that company. identity is the logo - branding is what supports the logo in the background. when people see the "logo" branding is what is seen that comprises the feeling, the understanding about a company. it is up to the company leadership and the people within the company to create and fulfill the brand. that brand can be good - or it may be bad - it is what the company is.