Nov 27, 2013

Brand is a Four Letter Word

Austin McGhie

About this video

Description

Watch "branding" myths explode and learn about the much more important art of positioning. According to Austin's book, brand is the most abused and misused word in the marketing lexicon. As a verb, brand is a four-letter word. Unless you're a rancher, there's no such thing as branding. Brand is a noun and, unlike Google, should never be used as a verb. Brand is the prize, but the actual work to be done is positioning, the art of which sits at the heart of marketing.

Austin McGhie

Austin is President of the Strategy Group at Sterling Brands where he has overseen the more than doubling in size of the strategy practice. His role is twofold — he is an active, working strategist and he is also responsible for the quality of all the strategic output from both the New York and San Francisco offices. His recent book, Brand is a Four Letter Word, draws on his 30-year career working with some of world’s best-known brands, including Nike, Visa, Expedia, Microsoft and YouTube.