watch-300x30011The Brand: An Avatar We Must Kill

I’ve been talking about brands for 20 years. Got an image, business or job layoff problem? Here’s a magical solution that works every time: the brand.

Take your pick: a brand image, brand platform, brand claim or employer brand and all that comes with it, from storytelling to language guidelines. In short, people in the communication sector have devoted a lot of time and talent to setting up smokescreens between company reality and consumer-citizens. And everybody was fine with the situation.

Talking about brands enabled me to make some great ad films, my employers to win awards, communication and marketing heads to be hunted by more prestigious brands, and the brand directors in question to hole up behind existing brand positioning (which meant they didn’t have to take positions of their own). It’s really starting to bother me, and I’m not the only one.

SOURCE: forbes.com

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October 28, 2013 in Marketing