It's been itching at me for a while now, "What is a brand?" I mean I know what a brand is. When I hear the word, I associate it with attitudes and experiences I've had with different products and services, but what about the core meaning of the word "brand?"

According to ancient scripture, it means "bran" as is the outer layer of grain, and the word "and" combined to mean 'to enjoy bran with.' Okay, I made that up, but the idea of a brand does go back as far as humans have understood ownership and marking ownership on their property.  Granted, the way humans have evolved over time, the word and function has been used in many ways. I think this last century has really brought brand consciousness to the forefront of popular culture.

As industrial society started producing more products, companies feeling pressure to compete started placing more and more emphasis on brand identification. Insert the advent of mass media, like radio and television, and you have a vehicle capable of distribution for brand image/message.

So here we are today, immersed in media, social sharing and relationships across boundaries. Word of mouth is more important then ever, and distribution rules the land. Before the new era brands controlled the message, the jingle, and the image. People are increasing their stake of ownership in brands. How brands respond to this will largely depend on the character of the brand itself. Are they willing to embrace the conversation?

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