From Concepts: Where Cognitive Science Went Wrong, by Jerry Fodor

In an article in today’s Observer, Stephen Bayley wrote an article about the furore over the Olympics 2012 logo. In this he described what, in his opinion, a brand is.

This is an almost impossible question to answer, if only because the term was created by Tim O’Reilly as a way of reaching out towards a cluster of phenomena and pointing out their links. In other words it was originally a rallying cry rather than a definable term.