Brand Jargon

In a comment in my last post, Tom Asacker says, "Perhaps that's why many senior executives think branding is a bunch of consultant babble."

So to add fuel to the fire of brand jargon, along comes JargonUniverse by Manage Mentor (thanks to Heath at Fast Company for the link).

There are 37 (37?!) definitions for brand ________, some of which I've never heard of. Brand personality. Brand promise. Brand fingerprint. Brand sense. Brand signature. Brand voltage. Brand commitment. Etc. etc. etc. And we wonder why there's confusion about the concept of branding?

Comments

[Katherine Stone]

This is hilarious. I was just thinking the same thing last week. I wrote down in my notebook the following: brand promise, brand essence, brand positioning, brand character, brand attributes. And next to that I wrote: What the hell?!!