META-COACH BRANDING

I’ve been thinking about branding. Again. That’s because Cheryl Lucas, Martin Urban, and myself have been working with Tessie Lim on branding. This is her expertise. Tessie, a Meta- Coach in Malaysia, has created an extensive document that she presented to the Meta-Coach Trainers and soon —very soon— we will be sharing it with you. So thinking about it, I’ve been reflecting— again.

At its core, branding is a communication process. When something is “branded,” someone has communicated to a lot of people (a market) that such and such product or service holds such and such value. Then, whether it is Coke or Pepsi, whether it is Toshiba or Dell, whether it is Toyota or Ford, whether it is the Matrix movie or Harry Potter, whether it is Elvis Presley or Michael Jackson, when someone has branded something— the brand is the frame by which we view that object, person, product, or experience.