Playing around with this, which is riffing on the old Paul Feldwick brand definition from the early nineties.
Part of the problem with being as smart as Feldwick is that people will keep using things you’ve written for a long time afterwards, no matter or not if it’s what you current believe. I’m using the quote to represent what the finest minds used to think about brands in a different age*.
*ha, now, I’ve phrased this clumsily, as Jeremy below has picked up on. What I’m trying to say is that “A Brand Is A Collection Of Perceptions In The Mind Of The Consumer” is not meant to be representative of Paul Feldwick’s current views on what a brand is. The point is Paul has moved on, but the quote hasn’t. I’m using the quote to illustrate how brands were described in 1991.
I look forward to Paul singing on my doorstep though, I’ll stick the kettle on.