No matter what your product or service, you have to market it on some level, and part of the marketing process is, of course, branding. But what exactly is a brand? Well, as far as the consumer is concerned, it's about an experience, and familiar they are with your experience has a huge impact on whether or not they trust you.

I came across the spot from The Show with Ze Frank in a post on My Name is Kate. It is not only informative, but entertaining and funny, which makes immeasurably more effective in communicating its message and wisdom.

The point is that it really challenges the myopic view of branding as portrayed in this second video -- which sees branding only as putting a label on something. Now, I first came across this months ago on the American Apparel Blog. It kind of fit perfectly because they've marketed themselves as the de facto No Logo company. But in doing so, they've showed themselves to be marketing geniuses because they've created such a unique brand experience (and palpable aftertaste) for the consumer.