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."
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?