Bastions of Branding

Abstract

Never in the history of marketing has there been so much talk about branding. The conversation is well beyond product and service brand discussion by marketers and ad agencies. Branding has flourished big time—we now have personal brands, country brands, political brands, cause-related brands, even cultural brands. The ramification is clutter, the adversary of brand identity. So wouldn’t you expect a heck of a lot more corporate attention to commercial brands? Wouldn’t you expect greater care in stamping out complexity and stewarding brand presence, personality, positioning, singlemindedness, and strategic consistency?