Brands und Branding

Seth Godin:

3. There’s a difference between brands and branding. Brands exist whether you want them to or not. Brands aren’t going to go away any time soon. Brands are a useful shorthand for a complicated asset within an organization. Branding, on the other hand, is a thing you do. And as an activity, branding is problematic. Branding is ill-defined, usually vacuous, often expensive and totally unpredictable. I’m happy to say that you shouldn’t grow up to be someone who does branding…
Big brands are dying.
Little brands are doing great.
Branding is a weird gig.

Mehr spannende Links zu diesem Thema bei wired: the decline of brands, gapingvoid: why branding is dead und psfk: long live branding, Crossroad Dispatches: latest branding flogging

Über den Autor

Robert Basic

Robert Basic ist Namensgeber und Gründer von BASIC thinking und hat die Seite 2009 abgegeben. Von 2004 bis 2009 hat er über 12.000 Artikel hier veröffentlicht.