After a recent presentation, an audience member asked for my opinion on the most common misconception about branding.
It was an easy question to answer. It’s the idea that branding is an initiative. That it’s something that requires a brief investment of attention and time, and can then be moved down the priority list. This way of thinking suggests that branding is a sprint. But it’s not. It’s more like marathon. It’s a commitment for the long haul. Continue reading “The Long Haul of Branding”
Meet Stan. Stan works over in accounting. He is, you might say, a little buttoned-up. His shirts are so well-starched that they deflect bullets. On Casual Friday, he lets loose by wearing jeans – with crisply ironed pleats. He has a picture of Rush Limbaugh in his office, which is so immaculate it makes his co-workers anxious. And a hair out of place? Not on Stan’s head.
But one Monday morning, Stan arrives looking like he missed the bus to Bonnaroo. He’s wearing baggy hemp clothing, his hair resembles a bird’s nest, and he hasn’t seen the working end of his razor in days. Barack has replaced Rush in the frame on his desk. Continue reading “Three Kinds of Brand Consistency”
Imagine you’ve made an appointment with your family doctor to discuss the shooting pangs in your chest and the fact that your left arm is going numb five or six times a day.
You’re waiting in an examination room in one of those flattering gowns. Suddenly, your doctor pops in wearing in a polka-dotted clown suit, a conical cap and a red rubber nose, laughing maniacally as he hoses you down with his seltzer bottle. Continue reading “Of Consistency and Clown Doctors”