Branding May Be Sick But It Ain’t Dead

Hugh over at Gaping Void has been carrying the torch for the idea that “Branding Is Dead.” It’s a hot topic, if the long list of comments he generates is any proof.
Here’s my favorite response to Hugh’s claim:
“You’re making an assumption that branding is all about advertising so that if you do shitty advertising you’re not branding. Nothing can be further from the truth, in my opinion. Branding is what your customers ultimately decide you are as a brand. You’re a brand even if you don’t think you’re a brand, only the business you get defines what kind of brand you are. Award winning advertising doesn’t mean squat if you attract people in the door and the staff pisses in their boots. The assumption you make that everything is dead is also suspect. Nothing really dies, it just morphs and shitty marketing, advertising, PR and the like goes by the wayside as customers vote with their feet and take their word-of-mouth to the marketplace.” –Alain Jourdier



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.