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What a “Brand” is

Conan O'Brien – new to Twitter – has one tweet:

Today I interviewed a squirrel in my backyard and then threw to commercial. Somebody help me.

And (as of this writing) he has a quarter of a million followers.

That's a lot.  And it is growing fast.

A "brand" isn't what YOU say it is, it's what consumers say it is.

A "brand" has a gravitational pull.  It's not simply a stick with four call-letters and a website. Just as a list of ingredients isn't the same as a tasty dessert made from those ingredients (don't take my word for it, ask these folks).

And that gravitational pull happens because creative and hard-working people invest their effort and energy in a project that matters – to them and to their audiences.

Embrace your brand.

Not simply your ingredients.

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