Mark Ritson on branding

I’m preparing a presentation on branding and came across this from Mark Ritson (Marketing Mag, 3rd October) which neatly sums up the essence of brand positioning:

“Branding is all about getting customers to recognise your brand and then think a certain way about it. Customers tend to describe their brands in short, pithy descriptors, and great brand positioning has always replicated this economy of expression.”