Zefrank’s comment yesterday was a great explanation of what branding is all about. He refers to branding as a “shared emotional aftertaste”, and uses the concept to explain the recent over-reported “confession” in the Jonbenet case.

When we obtain trade-marks for clients, we are essentially offering legal protection for their brands. I’ve made the point before that good trade-marks are made, not born. In other words, one has to find a way to create that meaning, or shared emotional aftertaste.

His video is well worth watching. Just a cautionary note if you have never seen a Zefrank video. He’s a bit off the wall, and this contains some language that some may find not work friendly – but he has a unique way of putting things in perspective.

Watch Zefranks’ video