By Brian M. Smith, The Sports BibleThe last time I used the word “brand” in a headline was in a piece I wrote for The Sports Guide in 2012.
It was titled “A brand of football players.”
I used that title, too, in a column for the website for the Houston Texans back in 2014.
I’d been thinking about a different word for a while.
What’s the right word?
I asked myself.
What does it mean to be a brand?
And what makes a brand valuable?
I was looking for an answer.
I started thinking about this word a year and a half ago, when I was sitting at a table in the office of a former ESPN colleague, a man named Mike Lazzano.
I wanted to find out what the word meant.
What does it really mean to “be a brand”?
Lazzano is a branding expert and founder of BrandNation, a company he founded in 2008.
I called him to ask him what he thought the word stood for.
“A product of the past,” he said.
The word was in the dictionary, and I was confused.
The word “brands” in the U.S. can refer to any of a number of things.
But in general, it’s the term most commonly used in advertising, particularly when describing products and services.
That’s because “branding” has a long history in marketing.
It’s the word that came from the ancient Greeks, the Latin word “baculum,” meaning “to label with a label,” or “to tell with a title.”
“Brand” also came from Latin, meaning “a name, label, or symbol,” so “brandy” became a common name for products, and “brand.”
As an English language term, the word comes from the Middle English word “breche,” which meant “to mark.”
That meant that you were making a statement, and it was important that you did it well.
“Brands” came later, to be used in the sense of “products or services,” but it didn’t come from that original Latin meaning.
In the 20th century, people started using the word more loosely, and the term “brand name” became popular enough to be incorporated into a number more widely.
The term has become more and more generic as time has gone on.
The phrase “brand new” was invented in 1946 by John S. and Charles W. Campbell, who wanted to sell their company, Campbell Soup Company.
In a 1949 advertising campaign, they described their brand as “new, fresh, and exciting.”
Today, we have many companies that are trying to capitalize on that sense of novelty, or, as Campbell put it in his 1949 ad, “brand, new, fresh.”
We use the word brand a lot in our daily lives, and we often have to.
For example, I’ve been asked many times in recent years if I was a brand.
I’ve never really been able to answer that question because I have a pretty short list of brands I work for, and if I say I’m a brand, I am often trying to avoid the question entirely.
What makes a company a brand is that it has an identity, an identity that defines the brand and gives it a recognizable identity.
Branding is also a form of identity.
It tells other brands that you care about them.
And, when you’re doing things with other brands, it gives them a sense of belonging.
So the term is more about having a consistent, recognizable brand identity than having an individual identity.
Brand owners and brands also need to be consistent.
In advertising, this is a very important part of branding.
For instance, if I’m talking to you about a new shoe, I might say “this is the new version of this shoe.”
But if I mention something like a new TV set, or an upgraded version of the iPad, I’d probably say “these new things are better than this old version.”
In other words, a brand should be consistent with its brand identity.
When you look at companies in the marketplace, they’re all trying to find ways to differentiate themselves.
Companies want to differentiate their products from their competitors, to create a brand identity that can appeal to consumers.
But the same brands can also be more generic.
They’re all about differentiating themselves from each other.
For that reason, it is important to have consistent brand identities.
For instance, consider the word, “factory.”
In the past, when people would use the phrase “manufacturing,” they meant a factory, which was a place where people worked.
But “farming” was also a word for the production of something.
In the 19th century and early 20th centuries, people used the term manufacturing to refer to the work that was done at factories.
But by the mid-20th century (and for good reason), manufacturing became synonymous with the production and distribution of products,