For cattle growers, branding has a specific meaning.
For the rest of us, not so much. For citizen-consumers, branding, like sustainability, is a word bandied about with little attention to meaning.
As a topic, branding gets attention these days around New Mexico because the Department of Tourism has just selected Vendor Inc. of Austin, Texas, to execute a $2 million advertising campaign “based on the brand essence” the department sees for the state, says Monique Jacobson, Taos native and tourism secretary.
A brand is made up of a set of characteristics that, together, produce warm feelings from consumers for the thing, person, firm, whatever.