‘Branding’ is bullsh©t!
Bad Pitch Blog ’s Richard Laermer has sunk the branding consultant’s battle ship. “Most ‘great’ brands, we are learning, are not built on any branding,” Laermer wrote. “In fact, the fantastic brands are made of altogether different stuff. Branding creates reality through perception! Outrageously important brands create perception through reality. Branding seeks to gloss over a lack of differentiation, while the top brands are built from the inside out on–y…
Become a Ragan Insider member to read this article and all other archived content.Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.