From an Old English word for fire, branding was first used to mark out criminals. Hmm. To be ‘branded’ still has that negative connotation today, but not in marketing.
A strong brand is an instant indicator of all your selling points. Think of the Nike swoosh, the McDonald’s golden arches, the Slazenger S. You don’t just recognise the product; you immediately know what you’re going to get.
At Clockwise, we’ve demonstrated the power of brand by wrapping the classic Toblerone bar with our own packaging. It looks great – and despite the removal of the name, it’s instantly recognisable as a Toblerone. That’s the power of brand.