To brand or not to brand

“Brand is what people say about you when you leave the room.” Unknown.

I’ve been reading a lot about this topic recently. Brands, Brand Worlds, Brand Experience, Engagement etc. etc.  I’m exhausted rather than energised by it all and whilst in some respects I understand how to make the simple complex I prefer to do the reverse.

This is why I like the quote above.

I think branding processes should be at best both simple and fun – if you start by considering the above statement you’ll find that you end up somewhere exciting rather than predictable. It also truly reveals, through the answers you give yourself, whether you see the glass as half full or half empty….. and will challenge what you think may be obvious.



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