tag:blogger.com,1999:blog-10497342.post4810604738011238774..comments2024-03-19T03:24:01.896-04:00Comments on The Eponymous Pickle: Is Branding Dead?Franz Dillhttp://www.blogger.com/profile/16209033148176538723noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-10497342.post-55554366002778546652009-08-12T18:39:02.266-04:002009-08-12T18:39:02.266-04:00A similar discussion is underway at the economist....A similar discussion is underway at the economist. After a decade of marketing consulting, followed by publishing, which included I think the first self-guided marketing system, I engaged with the AMA on this topic.<br /><br />The problem with the debate is that so many of those debating it are deeply conflicted-- as the linked post reveals-- 'it must be authentic'. Well then, as one poster at the economist points out, that would not be a mind influence action, but a supporting role.<br /><br />Branding has never worked like the advertising industry has claimed-- I tested hundreds of situations-- other than very brief, often failed ill advised campaigns backed by those with very short bonus fuses.<br /><br />Long story short, I have often advised business builders to employ the verb branding in product development, using advertising to support the brand reputation. I've yet to regret giving that advice, although I have run into hundreds of spin doctors claiming otherwise. I do my best to avoid them- the debate does speak to skill sets of managers and tells a CEO what they should be doing.Mark Montgomeryhttps://www.blogger.com/profile/07603468368071539603noreply@blogger.com