I was recently shocked by a comment made on a post I wrote for a Spanish website. Someone actually compared "branding" to the notorious Nazi Joseph Goebbels' propaganda principles. I'm not kidding. Here's the link (it's in Spanish):
This month's article is an attempt to set him, and many others, straight (again).
Read "Brand is Not a Four-Letter Word" when you get a chance. Here's the link (PDF):
If you do like it, please pass it along. Just right click the link directly above, click "Copy Link Location," and then right click and paste it into your email, blog post or Tweet. If you don't like it, just keep it to yourself. Thanks again.
Posted October 21, 2009
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Thanks for this Tom. I will pass it along to some clients and colleagues.
Sometimes I wonder if we need a new word to describe what brand means. There's so much baggage attached to it. But in the business circles I inhabit, it's a widely accepted and even revered concept. When I tell new prospects that my role is to help them define and convey their brand, the response I get now is better than it's ever been. Long live the brand! (At least until I get my kids through college.)
Posted by: Jon P | October 22, 2009 at 08:37 AM
I often wonder that as well Jon. If you come up with one, please let me know. :)
Posted by: Tom Asacker | October 22, 2009 at 12:18 PM
Your point is well taken, but I think that you are too optimistic in your statement that "the dog [of propaganda advertising] doesn’t hunt any longer".
I am an European coming from the land of Ferrari cars and Vuitton bags. Whenever I travel to the US, I get the feeling that brands there are often "prostituted" by uttering a message that has little to do with the experience they offer.
Take in-flight service on US domestic flights for instance: why is it that the most tasteless coffee, cotton-like sandwiches,... each and every item served on board has to carry a brand sticker apparently aimed at convincing you that you are not stuck in a too-narrow and noisy coach seat, but instead comfortably pampered by a world-famous coffee chain, or similar premium caterers.
If this is not propaganda, what is it ?
Posted by: CB | October 22, 2009 at 10:50 PM
Hi CB,
I don't think it's propaganda on the part of the airlines (at least not effective propaganda). It is probably nothing more than quid pro quo arrangements by the airline with those particular suppliers. In exchange for lower pricing, managing inventory, etc., they provide "exposure" to the brand.
The real question to ask is, Why would a brand seeking exposure to its products deliver a less than stellar experience once it has gained said exposure?
It's not prostitution CB. It's lazy management of the brand.
Posted by: Tom Asacker | October 23, 2009 at 11:48 AM
I appreciate the post. But, brand strategy and management has never changed. Marketing of brand is what people struggle with. Marketing. Not brand. Marketers are liars and false advertising or common phrases because marketing does not know the brand. Cleaver is not trust.
there is no 'ing' in brand.
Posted by: David Sandusky | October 23, 2009 at 06:19 PM