This is a piece I wrote for BrandZ on why we should, perhaps, be a bit less loose with the ‘L word’ in branding.
You can read the report here too: https://www.brandz.com/admin/uploads/files/BrandZ_Top_Most_Valuable_75_UK_Brands_Report.pdf
Words matter. They shape the way that we see the world. They are the critical currency of brand strategy. It is irresponsible for us to not consistently re-examine their usage and the assumptions they bring with them.