Q: What is 'Branding'?
A: Branding is an honest, consistent representation of the personality of and the promise behind a company. Folks have been doing it long before it was a buzz word, and a brand doesn't necessarily have to be tied to a company. For example, JOHNNY CASH is a strong brand - he stands for something. His values are reflected in every aspect of his life, from the way he sings a song to the way he eats a steak. Obviously, Van Halen is a much weaker brand. Don't get us started on Michael Jackson.
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