From the course: Advanced Branding
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What is the purpose of a brand?
- Branding has its origins in differentiation. During the mid-1800s, mass production and the transportation of goods were in full swing, so producers placed their initials on their merchandise or burned their mark into crates as a way to distinguish themselves. This allowed buyers to make repeat purchases, and over time, these brands became symbols of quality. The better the brand perception, the higher the price the products commanded. this concept is just as important today as it was in the 1800s. Without a brand, your product is served alongside the rest with no distinction. It's essentially a commodity. I tell you this origin story because it's important that you connect with the root of what a brand is. Imagine your product or service placed inside a crate, stacked on a ship with thousands of others like it. It's not just the mark on the box. It's what that mark stands for. It's everything that you've done to convince…
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