Murphy's Law

Tom Murphy

The brand conundrum

Now I know many people will not agree with this posting, but hey you can always add your comment to it!

I have a problem with the commonly abused term “Branding”. 

As far as I am convinced a brand is the sum of a person’s experiences with an organization.

You can’t buy a brand, rather a brand is built over time through working with employees, customers, partners and other third parties.

It’s not about nice colors, it’s about good business practice.

Too often I have seen new CEO’s or VPs of marketing arrive and their first port of call is the company’s “brand”. To me it’s simply re-arranging the deck chairs on the Titanic. If your company is broken, no amount of nice design and guidelines is going to save you.

The Internet start-ups all threw millions of dollars at “building a brand” and they proved for once and for all you can’t buy it.

My advice to any company is focus on your business.  I do agree that a company should have a common look and feel across locations, collaterals etc. but if your business is right your brand will follow.

Dave Jung over at B2Blog forwarded a link to a post on Fast Company’s weblog about Palm’s new “brand”. I think Kevin’s right on the money!

Written by Tom Murphy

August 19, 2003 at 8:55 am

Posted in General

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