So the whole is-branding-dead debate drones on. I feel torn between a part of me that has some strong opinions... and another part that has a a rather cruder response: one of boredom. And I wonder if some of my readers are getting bored too? (Does that sound too proprietary? Well, even Neasden FC has its Sid and Doris Bonkers.) Do let me know.
Anyway, the part of me that won't let go of the bone enjoyed Evelyn's latest, typically rich, postings. One key idea which I agree with is this:
I'm not developing a brand, I'm developing my Self. The clearer I am about who I am, the more that's reflected clearly. And that's where I focus. What you think you see as quote branding unquote is simply a side-effect.I posted a comment suggesting that this idea of branding challenges a lot of the assumptions people make about "how to" brand. And if I think of the few brands that stand-out for me, they tend to be ones that have opinions of their own that are not a slavish response to consumer demand, nor created by expert consultants in an expensive navel-contemplation exercise. It's like they're not actually trying to be a brand at all.And but of course. Yes, there's a parallel to companies.
I remember working with an agency trying to "rebrand" investment trusts. They created a pretty logo and announced that they would next "fill it with meaning" as if it were some empty vessel over which they had complete command. Of course by trying to do this work for the consumer they created almost the distilled essence of blandness and pretty much killed off conversation.
I might add that to create a conversation you might need an opinion and an argument as well as feeling. It isn't just emotion, as some might say. There is actually a potent role for reason too.
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Comments (4)
Yeah, I'm kinda bored with it, too ;-)
When I say say "branding is dead"... I suppose the part that is dead to me is the use of the "brand metaphor" as a generator of new insight.
November 21, 2004 10:53 Permalink for comment
People challenge me with "Well, so aren't YOU personally building a brand?" So I thought I'd tackle the question of exactly what it is I am up to in that and subsequent posts.
Is it a 'calculated' strategy? Side-effect could connote accidental, I suppose. I'm trying to hammer the point on the focus - and it's certainly not the branding. But yes it is every bit as intentional as my life is. Stop worrying about branding, let go of messaging..."My life is my message." - Gandhi
November 21, 2004 22:59 Permalink for comment
I think “brand” as a verb is probably going to retreat back to its origins, cattle ranching.
What communicators do to reshape the profile or environment that is seen with a brand (the noun) - i.e. creating advertising space, press releases, web sites, slogans - will continue to amuse many, especially people in this weird industry.
Of course you can’t create a conversation on your own, and you can impose on others to stimulate only a half decent one. I think that Cluetrains' 'markets are conversations' metaphor still has lots of juice left in it. So what's to be said to this or that particular audience when you are representing a product or service? I imagine knowing the thing well helps, and that koan study helps.
November 22, 2004 04:23 Permalink for comment
Hi Hugh/Evelyn/John. Thanks for your comments, which just remind me how much I love blogging! I think there's much to agree with here.
John: yes, perhaps we can consign branding-as-a-verb to the ranch, along with a good deal of consultancy mumbo-jumbo.
I don't mind using the word brand to denote an organisation or idea - but many people would hate to call their organisation a brand, simply because of the sins that have been committed in its name by others.
Yeah, I think there is a lot of juice in Cluetrain (and the Hughtrain).
I sometimes think we should just try not to use the B word at all, and see if that leads to more interesting conversations!
November 22, 2004 22:12 Permalink for comment