What is Branding?

To actually define a brand has eternally evaded marketing gurus and academics alike, but a few visionaries are really beginning to understand what having a brand really means.

Increasingly, consumers view, and judge, brands in the same way they view other people – they judge on appearances, they form sometimes irrational preferences, and just sometimes they fall in love. Those they love are lavished with gifts, boasted about to new acquaintances, and above all forgiven their indiscretions.

Branding is about transforming a product or service into a living, loveable being and nurturing the relationship between that brand and its advocates.

Impress adopt this standpoint as a matter of course and actively embrace the emotionally-charged philosophies of marketers such as Kevin Roberts (Saatchi & Saatchi CEO) who's Lovemarks alter-ego is an inspiration www.lovemarks.com. We also highly recommend the approach of Edelman's PR which gives a genuine insight into how companies develop into trustworthy and respected global brands - www.edelmans.co.uk.

These are just two organisations that represent the essence of our brand-driven philosophy.