Kill BRAND Now
Can we bag the word Brand? Lets unload this cow for good, okay? Don’t get me wrong, I believe in branding. It’s the difference between the success and failure of any business. But the word is so overused and misunderstood it is almost meaningless. The word is a patchwork quilt of confusing euphemisms, half-truths, narrow definitions and things that are just flat wrong. I have heard BRAND mean a logo on a golf hat, clever but meaningless slogans or designs, “wow” factor…the list goes on. The word “brand” also has a disproportionate share of baggage. It seems everyone has a story about a recklessly expensive branding project gone awry with nothing to show for it. So let’s just kill it and put us out of our misery, deal? It was a great word, and my peers have made katrillions on it…say your prayers and let’s move on.
Ninety Seconds take away:
Instead of using the word BRAND, why don’t we focus on what it really means…YOUR TRUTH. I propose from now on, we say let’s get OUR TRUTH out on our business. It’s not perfect, but it’s closer than…what’s that word?
