Stetoscope

This morning, I read the interview of the brand expert “Rob Frenkel” thanks to Dan Schawbel’s blog. As a brand expert, Rob Frenckel gives his definition of branding :

“Branding is not about getting your prospects to choose you over your competition; it’s about getting your prospects to see you as the only solution to their problem. As long as you’re perceived as “the only solution” to “their” problem, your brand is good to go, no matter what you’re branding.”

I was ready to accept this definition of such specialist, but I was on a blog… And I have the feeling that it does not fill really well with brands like wikipedia. Of course wikipedia solves a problem and is perceived to be the only one to do it. But their is also the idea of gathering the energies of a community to build the greatest source of knowledge in the world. And that is not fully prospect oriented.

So, is wikipedia a real brand ?