Branding: A Brand Is More Than a Logo

What is Branding?

Let’s face it, brands are everywhere. A brand is how we identify products, services, people, places and religions. Everything can be “branded,” however, a brand is more than just a logo or identity; it represents a symbolic construct created within the minds of people that consists of all the information, expectations and personality associated with a company, product or service. It can symbolize confidence, passion, belonging, or a set of unique values. A brand is an experience.

Branding has been around for more than 5,000 years. Historically, branding was used as a way for farmers to stamp their livestock, a way of saying, “that’s mine.” By the 20th century, it had evolved into more than just a way for farmers to mark their property; the industrial revolution introduced mass-produced goods and the need for companies to sell their products to a wider market. By applying branding to packaged goods, the manufacturers could increase the consumer’s familiarity with their products in an effort to build trust and loyalty. Campbell Soup, Juicy Fruit Gum and Quaker Oats were among the first products to be ‘branded.’

In the 1900′s, companies adopted slogans, mascots and jingles that began to appear on radio and television. Marketers soon began to recognize the way in which consumers were developing relationships with brands in a social and psychological sense, and over time learned to develop their brand’s identity and personality traits; such as youthfulness, luxury or fun. Branding became more personal. This evolved into the practice we now know as “branding” today, where the consumers buy “the brand” instead of the product. This trend continued to the 1980s, and is often quantified in concepts such as brand value and brand equity.

In today’s modern digital age, the Internet and social media have had major impacts on branding in a very short time. Brands are now more connected to consumers than ever before across numerous “touch points”-websites, blogs, social media, videos, television, magazines, mobile phones, applications, games, events and even art installations are all common channels where brands are engaging consumers. Unlike 20th century practices where consumers were passive receivers of messages, today’s successful branding campaigns involve multidimensional, two-way communication where consumers participate, share, and interact with a brand. Branding has become a physical, social and psychological experience.

The “brand experience” is the concept that a company’s identity and design evoke certain sensations, feelings and cognitions for the consumer. Several dimensions can distinguish the brand experience: sensory, affective, intellectual, and behavioral. Such stimuli appear as part of a brand’s design and identity, packaging, communications, and environments. Prime examples of some of the most experiential brands are Victoria’s Secret, Apple and Starbucks. Not only is branding about the individual’s awareness of the brand, but the experience the brand brings to the individual; the prospect that the individual moves from awareness of the product to consideration, to loyalty, to advocate. Hewlett Packard CEO, Meg Whitman, says, “When people use your brand as a verb, that’s remarkable.” For example, “Google it,” “Skype date?” or “Photoshop that picture!”

A strong brand is a critical marketing asset, as important to your business as the product itself. In our rapidly changing and increasingly complex world, technology and human interaction are intersecting in new ways, creating an experience economy where trust, conversation and brand portability are crucial to remaining relevant. Big will no longer beat the small. It will be the fast beating the slow.

Fitness Tips – Try Walking With Poles

There is regular exercise and then there is exercise by taking a walk. Fitness walking is not simply forcing yourself to exercise but is a type of walking whereby the person uses poles that are very similar in nature to ski poles. This type of exercise is sometimes referred to as Nordic training. Competitive Nordic skiers who practiced by training on dry land first did this type of exercise. It has been used for decades now.

Nordic training is a very basic form of walking that can be done by practically anyone in any type of climate. The upper body in particular becomes well conditioned in much the same way that it does when an individual is involved in Nordic skiing.

This kind of exercise can provide a full body workout and burns more calories than training minus the poles. For example, fitness training involves more energy consumption than regular walking. It is in the area of 46 percent. Upper body muscle endurance can be increased by 38 percent using the poles in a matter of 12 weeks.

The fact that more muscles are engaged in Nordic training is why more calories can be burned. The chest, shoulders, abdominal muscles, biceps, triceps and all other core muscles are put to the test when the exercise is done.

Fitness exercise has some advantages over walking without poles. These include:

· An increase in endurance and strength in the upper body as well as all core muscles
· A tremendous increase in heart rate
· An easier time when climbing hills
· More calories are burned at a faster pace
· Balance and stability are improved thanks to the use of the poles
· There is density preserving stress that takes place to the bones
· Ankle joints, knees and hips do not suffer as much weight on them

It is important than you buy poles that are appropriate for your height and body frame. Poles that are not the correct length can give rise to pain and discomfort in the knees, back and hips. Incorrect sized poles can also reduce the effectiveness of using poles in the first place.

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