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As seen in the Wall Street Journal Mansion section:
There is a lot of talk about “brands” these days. But the concept is hardly new. Years ago advertising guru David Ogilvy explained brand as “the intangible sum of a product’s attributes.” The name, packaging and cost, reputation and the way a product or service is advertised, all factor into the foundation of a brand.
Today, “branding” refers to the process associated with establishing and publicizing everything from goods and services to corporate identities. The brand can be articulated visually with a snappy logo or audio signature, such as the three-notes of the classic NBC chimes or the cheery tones of McDonald’s “I’m lovin’ it” campaign. In its simplest form, branding does a tremendous amount of heavy lifting in an extraordinarily short period of time. You see a logo or hear a musical signature and instantly make a clear connection.
One of the best examples I know of brand clarity is Lamborghini, the Italian line of automobiles that recently celebrated its 50th anniversary. The company is world renowned for their design, elegance and high performance. While Ford builds more than 20,000 cars a day, Lamborghini builds 11 (all of which are reportedly ordered a full year in advance). The brand is unmistakable: super sports cars, trendsetting dream-makers.