A product is something made in a factory. It can be copied by a competitor. It becomes outdated.

A brand is bought by the consumer. It identifies goods or services. A brand is unique. If managed properly a brand is timeless. Ref. Stephen King (J Walter Thompson)

There are many answers to this question…

Here is one which makes good sense: a brand is a promise wrapped up in excellence.

I do not like “politically correct” rhetoric – because so often being political is not being correct. Why pander to a militant minority when it is the (often silent and long suffering) majority who have a fair idea of what is right/required.

Thus, when I read the following actual accounts of US police officers talking to their “clients” I had to share it. Well done officers. If only the whole world communicated with this truth and clarity. Without fear of reprisal.

1. “You didn’t think we give pretty women tickets? You’re right. We don’t. Sign here.”

2. “I’m glad to hear that the chief of police is a personal friend of yours. So, you know someone who can post your bail.”

3. “Fair? You want me to be fair? Listen, fair is a place where you go to ride on rides, eat cotton candy and corn dogs and step in monkey poop.”

4. “The answer to the last question will determine whether you are drunk or not. Was Mickey Mouse a cat or a dog?”

5. “Warning? You want me to give you a warning? OK I’m warning you not to do that again or I’ll give you another ticket.”

6. “If you run you’ll only go to jail tired.”

7. “Can you run faster than 1200feet per second? Because that’s the speed of the bullet that’ll be chasing you.”

8. “If you take your hands off the car I’ll make your birth certificate a worthless document.”

9. “Relax, the handcuffs are tight because they’re new. They’ll stretch after you wear them a while.”

10. “You don’t k ow how fast you were going? I guess that means I can write anything I want to pm the ticket.”

11. “No sir,we don’t have quotas any more. We used to but now we’re allowed to write as many tickets as we can.”

I salute you!

Back when Apple kicked off they chose the apple as their logo. It signified the apple that fell on Sir Isaac Newton’s head…that ignited his passion to understand gravity. It represented innovation. Interesting that Wikipedia calls Newton the world’s second most influential person after Jesus Christ. Interesting – also – that all these years later when Fortune magazine ran a survey on which is regarded as the world’s most innovative company…first place went to – you guessed it – Apple.

Famous copywriter John Caples said it so well…give people every reason to do what you want. He was referring to repeating your selling message. Say it different ways to maintain curiosity. But don’t be afraid to announce your call to action more than once. Research by Gallup years ago showed that repeating an offer/proposition 3x worked best.