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What is Branding Anyways?

After reading dozens of online definitions of branding, I came to realize that most lack depth and insight. 

For instance, Entrepreneur.com defines branding as, “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” 

This is a very partial and generic definition, especially coming from such a noteworthy source. Ask any savvy marketer and they’ll actually tell you the complete opposite: a brand is much, much more than a name, logo or tagline. Those are just outward elements of a brand, not the brand itself.

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