I often wonder where my disaffection came from. What compelled me to once write “Branding Is Dead” etc.
I’ll tell you why.
I dont like branding. I don’t like brand theory.
I like markets. I find them much more interesting.
I find myself resonating even though I’ve written a lot about branding here. More and more, I’m finding most of what gets said in and around the word “branding” just irritates me. I won’t say all talk of branding is wrong or useless, but it seems very prone to generalisation and abstractions. The reality of how individuals make meanings out of symbols and lives is fascinating. The theory, on the whole, is a bit boring.