“George Orwell wrote: “The great enemy of clear language is insincerity.” Insincerity is also the enemy of branding. Too often organizations bring in branding experts to come up with a new image rather than facing important flaws or dealing with underlying problems in what already exists. Brands that capture the essence of a product or service are incredibly valuable assets. Brands that attempt to hide what isn’t good about a product or company are hollow at best and damaging at worst. Before you re-brand, ask whether the brand is speaking to what’s best about the product or trying to hide a flaw that needs to be addressed first.”

… Read the full article at: http://blogs.harvardbusiness.org/kanter/2009/07/the-downsides-of-branding.html?cm_mmc=npv-_-MANAGEMENT_TIP-_-OCT_2009-_-MTOD10289

Make Authenticity the First Step in Branding

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