Tuesday, May 29, 2012

The Brand Strategist's Bias

People knowledgeable about branding tend to think that the case for branding is self-evident.

The best brand strategists are able to talk to non-brand people who are completely unconvinced or even hostile to the concept of branding.

(Mars and Venus if you will.)

When I was younger and more immature I resisted the concept of using "reputation" as a substitute. Now, I see the wisdom. (Hat tip: The Brand Consultancy, Mark Morris and Diane Beecher.)

In the end you can have the best ideas in the world. But those ideas are actually implemented through people.

Think objectively.

Good luck!

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