Is branding an art? Or is it a science? It depends on who you talk to. And, I suppose, on their unique niche of the market. Speaking in general terms, however, most would probably agree that branding is both an art and a science.

You start with some basic data, facts, rules, principles, and theories. And from there, it moves into the creative application and observation of these things. But what works for some doesn’t always work for others. There are simply too many variables, quirks, personalities, preferences, and perspectives. So while you could apply the scientific method to prove a theory, that theory- even though proven for one context- may not always apply in another context. Therefore, creative, on-the-fly application of theories is not only useful, it is absolute.

Branding is both art and science.

So my question is this: why don’t marketers adopt the term “practice”? Doctors do it. So do lawyers and dentists and veterinarians. Even accountants. Why not marketers?

After all, it’s what we do, isn’t it? Our art is never perfected. Our science is never fully proven or disproven. We deliberately evolve our approach to our trade as time, technology, products, and people change.

I vote that the industry adopt this term as standard. Take some of the pomp and circumstance out of the “agency” and “firm.” Adopt a little realism.

Let’s run with it…you first.