Attitudes about branding fall into a number of categories. Two of the most interesting are the "I am ready to brand - help me" vs. the "Get me a brand".
The former has to do with the organization being ready to face itself. There is some sort of concern over their image, or a crisis, and they accept that it is time to go through the often painful process of self examination that is branding.
The latter has to do with an arrogant refusal to undergo true branding, but it is stated in the guise of obtaining one. The speaker trivializes and minimizes the serious issues surrounding branding, treating it like a toy that can be bought at the local FAO Schwartz.
It is really not necessary to wind up falling into either of these categories. Rather, an organization can take a balanced approach to its brand, recognizing the necessity of maintaining ongoing brand health, and taking corrective action where necessary. That way they feel neither pathetic nor arrogant about who they are and who they want to be.
Dr. Dannielle Blumenthal has pioneered best practices in the federal government while spearheading dozens of digital/social media campaigns, integrated marketing initiatives, and communication efforts. Blumenthal began her career in branding at Young & Rubicam's Brand Futures Group/Intelligence Factory, and launched pioneering social media programs externally and internally at The Brand Consultancy, U.S. Customs and Border Protection, and USAID. She currently serves as the communications director of the Advanced Manufacturing Program at the National Institute of Science and Technology.
A frequently sought-after speaker and frequently published author who has taught marketing at George Washington University, the University of Maryland University College, and elsewhere, Blumenthal has received numerous industry recognitions, honors and awards. These include Klout Top 20% social media producer (2014); SlideShare Top 5% (2013); Meritorious Group Honor Award for website revitalization at USAID (2013); Featured Blog of the Month, USAID (2012); Top 1% most viewed LinkedIn profiles (2012); #2 Most Influential GovLoop.com member (2012); Commissioner's Award, U.S. Customs and Border Protection (2011); IABC-DC Silver Inkwell Award (2008); and more.
Blumenthal is deeply ingrained in the Washington, DC branding and social media best practices community, having revitalized the Institute for Brand Leadership (2001-2003) through a social media campaign; serving on the board of the Journal of Brand Management (2003); co-launching the Federal Social Media Subcouncil (2009); and re-launch the Federal Communicators Network through a successful social media campaign.
She holds a bachelor's degree from SUNY Empire State College, a Ph.D. in sociology from CUNY Graduate Center, and a Graduate Certificate in Organization Development from Fielding University.
Her website is located at www.dannielleblumenthal.com. Follow her on Twitter @thinkbrandfirst.