Branding: Is it a Waste of Your Time? (Part 2)

Allie Alberigo column
Let’s first start with the multiple definitions of the word “branding.” I think the clearest brand definition is that of livestock branding. This is the marking of animals to indicate ownership. Or, in advertising, a brand is simply a name, logo, slogan, and/or design scheme associated with a product or service to clearly identify it amongst the competition. One of the best lessons I had was when I visited all of world-famous illusionist Criss Angel’s shops in Las Vegas. His brother, my student at the time, took me on a tour to illustrate what they did to build the Criss Angel brand. He in particular pointed out, in his words,

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