Good brand, bad brand

Yo, pretty packages of frosted delights
Look, it comes with a toy hehe, I like that.
I wanna number 4, a number 6, and throw in a plastic doughnut
Just enjoy the gritty crunch, it tastes just like chicken.
Wrappers of many bit sizes
Man, are you freakin blind? That’s a rock.
All mixed in the pot for momma’s homemade from scratch, well, not quite.
Toasted over flames, they be tasting quite right.

 From Superfast JellyFish - by Gorillaz feat. De La Soul, Gruff Rhys

——-

One of the more popular definitions of brand is “what is left when the product is taken away”. In other words, that little sumthin sumthin that makes people pay a higher margin for your product.

I don’t like that definition. As a brand practitioner, it makes me out to be a con artist (getting you to pay more than something is actually worth).

A brand is not distinct or distinguishable from the product. Indeed, a great brand is one that both defines, directs and inspires the product, and is itself manifest, realised and extended by the product.

(Ije Nwokorie)