As branding dies leaders rise

Branding, Three Over Four Approach
[caption id="attachment_2012" align="alignleft" width="200" caption="Is branding really worth saving?"][/caption] Branding (not product branding, but that enterprise-level notion of name and reputation we’re still wrestling with) is dying because we’ve run it into the ground. If you asked anyone or anything to wear as many hats, mean as many things, or be a placeholder for so many musings as contradictory (think tactics promoted as strategy), impertinent (think one-size-fits-all-contexts theories), and importance-inflated (the genocide in Rwanda is an element of a brand? Really?) as we ask of branding, it’d die too. From sheer exhaustion. It’s not the years (to paraphrase Indiana Jones). It’s the mileage. Branding started as a notion of something you could control. If you had the resources to overcome the complexity of making fires and casting iron, you could…
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