The meaning of what constitutes a brand is making a subtle shift, or so it seems based on the buzz I've heard lately. Here's what has been, and what's changing: Traditionally, a brand has been a mark, extended by the maker of a product to the user of a product. The mark represented the pledge of the maker, or manufacturer, that the product possessed certain qualities. Implicit was that the marked, or branded, product would serve a certain utility, be constructed of certain materials, cost a ...

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