gapingvoid: "cartoons drawn on the back of business cards"

branding is for necrophiliacs? ha!

Branding is the domain of educated wankers who piss on the floor of public washrooms. Don't BLINK now but it too has reached the tipping point.

Don't forget to buy my new book coming out this spring, "How whales talk in dirty"

Most companies haven't the faintest idea of what branding is, was, or should be.

Some companies waste their time trying to establish a global brand (Haier) when comsumers just buy their products because they're cheap.

Some think that faded glory is still a valuable asset (TCL/RCA).

And some shouldn't waste their time because they have great products (Sanyo).

Isn't branding essential because it establishes momentum? I suppose what really really talking about is coerced branding as opposed to products that brand themselves on the leathery consciousness of consumers based on sheer quality.

I don't know what the heck your talking about Hugh. You make a statment and then back away from it with no explaination; that's boring.

I keep coming to your blog because others have you listed but I'm continually bewildered since there is not real discussion going on.

Bye.

Sorry, Bruce, maybe my "creative" wasn't "synthesised" enough. Ha!

Wait, isn't branding like, a logo? I was once asked to make a logo but change the font a bit to make it "special". So now I do that every time and life is good.

A brand is your identity.
Every product has one by virtue of being.
The question is awareness - that is how many people know your brand. And expectations - if they know you what's their perception of what you do.
(both those critical features can be changed by PR, advertising, and other communications tactics)
Saying that 'branding is dead' to say you don't understand what a brand is about.
Dumb.

Synthesized is spelled with a Z

this arturo comment has been brought to you by coca cola.

[sorry, that was unconstructive.]