I think I’ll think
Branding often ends up being a bizarro-world endeavor. It doesn’t follow regular human logic, or so it would seem.
First, people don’t think in terms of the small concepts that branding requires. People think in terms of longer descriptions.
Second, just about everyone in the world has a certain amount of integrity regarding how much they know. Branding requires nearly all of that be discarded for what others can absorb and easily remember.
That’s bad news for most people.
Third, in order for a brand to succeed it has to be constructed from the ground up to be “verbal”. In other words, it has to be conversational in nature. Brands hardly ever actually tackle this, except sometimes by accident.
So, what’s it all mean.
This: if we decide to think about branding - about the adjustments WE need to make as businesspeople to have our brands actually perform - we’re forced to admit, most branding projects are destined for failure because they have little or nothing to do with the conversational nature requirement inherent in all business pursuits.
So then, let’s think about thinking. Let’s in fact act and react to what’s real, not what we wish were the case.
Be sure there’s a conversational nature inherent to your brand development. I suppose you could do without it, but only if you’re OK with your sales, management, operations, culture, and brand in general under-performing to an alarming degree.