Branding Through the Eyes of a Child
Posted by: Gordon McMahan

If you can’t explain it to a six-year-old, you don’t understand it yourself.
–Albert Einstein

Many think that a brand is just a logo. A design. Or an icon. However, a brand is much deeper than any of these “things.” A brand is a promise. A feeling. It’s what a company stands for. It’s a unique experience that only one company can create.

What exactly does that mean? Let’s simplify the notion of branding and embrace it as if we were looking through the eyes of a child. My 3-year-old daughter loves all things Disney Junior. They have promised her it’s”Where the Magic Begins”, and she fully believes it. After enjoying episodes of Jake and the Neverland Pirates and the pirate-themed toys that have inevitably found their way into our home, she knows every character by name and the qualities that each of them brings to every pirate caper.

When she looks through her Jake and the Neverland Pirates Telescope, she is a part of something bigger. The promise of adventure. The promise of treasure. The promise of encountering and defeating that sneaky snook, Captain Hook.


Disney Junior worked hard to capture her imagination, and they must continue that effort to keep her enthralled in their shows and characters. Otherwise, she might move on to Bubble Guppies on Nickelodeon Junior and make Disney Junior walk the plank!

In this related article from marketing agency Managing Director Luc Spiesser at a firm in France, he shares a fascinating conversation with his 6-year-old child that began with this question: “Daddy, what do you do at your job?”

The answer to this innocent question spawns a dialogue that every business owner and student of marketing should read. (see the full article)



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