Branding

5 Words to Describe a Brand

Headshot of Chris Foster
By Chris Foster

In my class we have a terrific exercise that gets everyone engaged and speaking about an essence of great brands. I ask the students to use only five words to describe a brand and how that brand makes them feel.

Not what the brands do, not what the brands say they do, but how that brand makes the students feel.

I ask the students to list five emotive words, then say what kind of category the brand is in (clothing, cosmetics, auto, etc.).

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Headshot of Chris Foster

Chris Foster

Chris Foster has been teaching Brand Strategy and Positioning at UCSD Extension since 2009. He has lead professional workshops and presented at numerous San Diego Marketing Association events as well as national events for the Direct Marketing Association; been guest lecturer at SDSU Marketing Courses; and participated in numerous professional panels.

For the past 20 years he has worked in all aspects of marketing and creative direction for start-up, growing, and established business environments. He has a passion for helping any-sized business transform their brand so they can more authentically connect with their audience.

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