branding

After getting back from the AAF National American Advertising Awards in Boca Raton last weekend, we were lucky enough to come home with a little more than a suntan and a hangover. Out of the 40,000 original entries, Whiskey ended up winning 4 National ADDY (AAA) Awards.

I was having a lively discussion with my colleagues over drinks about the meaning of the term "brand." One person stated that the word is watered down and no longer carries much meaning. I sit in the camp that believes that a brand is not just logos and assets, it's a company's promise.