Posted by Andrea Conway Law of Attraction coach for small business success
In the early ’90s, when my day job was product marketing for a leading computer firm, we were led through numerous branding exercises by various advertising and other agencies. Though I played along I secretly believed branding was complete overpriced BS. But I couldn’t put my finger on why.
Today I still cringe and think “rip off” when I hear about a company or program designed to “build my brand.” I am not cattle, and I do not need to be marked in order to stand apart from all the other dappled Holsteins on the open range.
Or have I been living in the American West for way too long?
Huge corporations selling commodity products to mass markets do benefit from branding – and in particular brand advertising – because so many of their products are virtually identical. Take cereal, for example. In 2011 cereal companies in the U.S. spent $264 million to advertise children’s cereals, mainly on children’s TV shows. As if sugary, starchy Frosted Flakes were less terrible for kids than sugary, starchy Cap’n Crunch.
But branding for spiritual entrepreneurs is different, precisely because we’re not commodities.