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The Brand

Recently on Linkedin in the Brand and Communication Management Group, there was a lively discussion. By lively I mean 15 pages representing 265 comments. There was some incredible thinking.

I thought it would be interesting to port this over to One Degree and see what you think?

The question was asked …

Can you describe, in one sentence or less, the difference between a brand and a commodity?

Here are some of the responses to get the juices flowing!

  • Remember a brand is not what WE say it is, it’s what THEY say it is.
    WE = manufacturer/company THEY = Consumers
  • Brand has a face while commodity is faceless
  • A commodity becomes a brand when it establishes an emotional connection with a consumer!
  • A brand is a sum of attributes while a commodity is only its characteristics.
  • A brand fulfills an emotional need, a product fulfills a practical need.
  • A brand is the difference you remember, a commodity is a product without a difference.

So let’s hear it! What say you?

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