Paul Isakson is in the branded utility camp. So am I, but allow me to point out the most important word in the passage below:
As an industry, we have to stop just looking for ways to “build brands” through messaging and start looking for ways to actually help people have better days and build better lives.
The key word is “just.”
Change isn’t as black and white as various change agents sometimes proclaim. It’s a gradual process where old and new co-mingle and overlap.
As I’ve said in other recently published posts, “messaging” isn’t dead, sick or necessarily a bad thing. It’s just (there’s that word again) that messaging can’t be a progressive company’s sole marketing effort.