Our rather controversial thoughts on “Brand”
1. It is meaningless
Ask five people in your company what the word “brand” means and you’ll get at least seven definitions. As such, the meaning of the word “brand” is completely diluted and lacking in concise meaning. That’s not helpful.
2. It confuses, defuses and abuses
One person in your compnay uses the word “brand” and another person interprest it differently, and then everything goes haywire. That’s expensive.
3. It becomes a tyrant
It becomes a mysterious entity with a mystical power that inhibits creativity, innovation and, often, humanity. In some companies, there are “brand police” who instill nothing but fear, around something that should be fun, something that everyone in the company explores, and something everyone loves. That’s counterproductive.
4. It diverts attention
People worry too much about things being “on brand” (whatever that means to them), rather then being relevant and emotionally important to what people want and need today. That’s self-defeating.
5. It commands resources
Depending on your company’s excepted definition of “brand,” it can spend a disproportionate amount of time and money simply “managing” the “brand,” rather than simply being what the “brand” is supposed to represent. That’s wasteful.
6. It substitutes for substance
When seen as superficial things such as logos and slogans, a “brand” doesn’t work hard enough to create substantial feelings and credible reasons why people should care about it. That’s a lost opportunity.
7. It is too easy to hide behind
Sadly, supporting and defending a “brand” is easier than solving the many inherent problems in getting your product, offering, service, and communications to matter to people. That’s a shame.
8. It is not the point
At its best, the word “brand” is a metaphor for a range of factors that add up to the way people think and care about your business, product or service; those factors are the point, not the word. That’s distracting.
9. It is a broken idea
“Brand” is a construct, a premise and a word that simply doesn’t work toward addressing what your business needs in today’s world, and particularly, to make it fit for the future. That’s misguided.
10. It is easy to banish
To refocus your people around what’s really important, simply tell them, “whenever you find yourself close to saying the ‘brand word,’ simply say exactly what you mean. If you’re talking about the logo, say “logo.” If you’re talking about the product, say “product.” If you’re talking about how people think and feel about your business, say “the way people think and feel.” That’s easy.
This post confuses poor marketing capabilities, absence of craft skills and ignorance of basic human psychology in a way that renders much of your commentary worthless. Mediocre companies with a gonzo “sales” mentality have always failed to comprehend the the added value of the branding process. Brands exist because people, not cosumers, want them to exist. At a time when one age is dying and the new age is not not born, brands are more relevant than ever.
Thanks for your comment. We can only say that our point was with the term “brand”. What it is meant to represent – to us, everything that makes your business, product or service matter to people – is something else. Like you, we consider that to be vitally important in this time of important change. We’re simply trying to wake up business decision makers and get them focused on what will make them stronger today and better fit for the future. You may be happy to call that “branding”; we prefer to call it “creating great businesses by mattering to people in emotionally important ways”.
A thought provoking article and one that I have wrestled with before placing a comment. I am passionate about brand and have spent a fair amount of time in my career rallying it’s benefits to colleagues, peers and partners. For me brand comes down to believing in something. What I mean is that brand wraps around a product or invelops idea and spurs your intended audience into action. Over time this can maifest into love or hate – its that powerful. So whilst I absolutely get some of the points your article raises, I am old school and steadfastly not going to banish the word! I will do whatever I can to make sure it lives on and with careful management is better understood … Thank you for the challenge!
Will you be changing your name?
Tom, this is something we’ve considered heavily over the years. In the beginning we wanted to be called Emotive but the URL was not available. Our work leaks in to business consulting, HR, organizational development and change management…. so your question is one that has had much air play at the agency. Stay tuned. We are investing in revamping our entire site, who knows what else might change. Thanks for your question. It generated a great internal conversation, again.