Wednesday, 5 March 2014

The A to Z of brands

I love dictionaries. There are my trusty companions (Concise Oxford, German-English) within easy reaching distance on my desk, as well as a few more exotic items, such as The Dictionary of Historical Slang, on my bookshelves.

So I was delighted to hear that Google have sponsored an update of Marty Neumeier's "Dictionary of Brand". Marty Neumeier, who has the wonderful title of "Director of Transformation" at the Liquid Agency, is one of those rare people who can express marketing ideas and concepts in a simple way that is never simplistic. His presentation "The Brand Gap" (between strategy and creative) has been viewed some ridiculous number of times - in the millions. His words of wisdom appear under the very knowing  title Ideas Worth Stealing.

"The Dictionary of Brand" can be stolen, too, by downloading at Slideshare. Of course, being sponsored by Google, there are a few Google-related entries, but you'd expect that these days even if it were sponsored by Apple. Marketing not being an exact science, and the pace of change in the industry being so rapid means that the definitions are not definitive, but they give you a good enough idea of what some of these strange terms mean.

Even after decades in the business, I've learned a thing or two.

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