Brand. Brand. Brand. Every company today wants to be a brand company. "We're a brand experience company," or "We have just completed a rebranding campaign" seem to be among the new, must-have mantras of organizations. This trend is almost overwhelming and far too often, severely misguided.
Out of the woodwork are coming so-called brand experts telling people how to "brand themselves." The end result is an incredible amount of misinformation and confusion about how a great brand works.
Lots of people ...