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What Is A Brand?
At Bryant University, Professor Edward Bates always started his first lecture of Marketing 101 (Introduction To Marketing) with “if Janitor In A Drum made a mouthwash, no one would buy it.”
That remark’s time stamp is so tied to the 70s; but it still rings true today even if your memories began in the following century.
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​At RISD, a core studio class was “paper bag sketching.” The instructor handed me a less-than-stellar final grade along with the remark “you sketch like Leonardo Da Vinci, not Michelangelo.” It took me half a lifetime to understand that quip.
I wish she was still instructing in that large, second-floor studio so I could say, “thank you, you were correct and I now understand.”
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​So, what is a brand? It’s an aspirational promise; an external promise to the entity’s customer base (thank you Bryant University) and an internal promise to the organization (thank you Rhode Island School of Design).
Paul Tetreault IDSA
