The word “brand” has become a common word in our daily language, but it is used in different contexts with different meanings. The word has its origin in ranching, when branding marks were seared into an animal’s skin to identify its owner. Television and print advertising saw the word being used more broadly and branding has now come to denote all the features that can distinguish an organisation or product as distinct from its rivals.
There are different types of brands, and the type that EMBL chooses to be will affect almost all levels of its communications.
Continue reading “CD1: on EMBL’s brand”