Following on from last week's edition, the search for a new word for brand continues, we've dubbed it "Bob". But whatever it is called there are some obvious differences between what is just a brand and what is a "Bob". So look over the menu of nine attributes below and make your choice.

À la brand:

• Aspiration
• Makes promises
• Image
• Owned by marketing
• Customer is king
• Essence
• Personality
• Campaign
• Revolution

À la "Bob":

• Result
• Keeps promises
• Reality
• Owned by everyone
• Customer is citizen
• Purpose
• Values
• Story
• Evolution

See you next week.

Michel Hogan is an independent Brand adviser and advocate. Through her work with Brandology here in Australia and in the United States she helps organisations make promises they can keep and keep the promises they make, with a strong sustainable brand as the result. She also publishes the Brand thought leadership blog - Brand Alignment. You can follow Michel on Twitter @michelhogan.