We talk a lot about brands. We’re a marketing and advertising agency so it’s hard not too. A year ago, or maybe two years ago we started telling our customers to put their brands on the back burner. There’s no need to march your brand out out in front of your target audience where it will twirl and dance and preen and distract your target audience from your message and your story. Harsh words for someone with a brand management background and a tough sell for us, but we’re sticking to our guns on this one.
Maybe there is a different way to communicate this to our clients. I’m starting to think we should ask them to just let the brand bend a little bit. It won’t break as long as you have a compelling story. To be fair, we do work in the B2B space more often than not. The growth of social media and crowd sourcing brand control on the consumer side no longer rests with the Brand Manager. You might give it a nudge in one direction or another, but branding now resides with consumers and brand evangelists.
In Texas speak, brand control is kind of like bull riding. It’s not the cowboy, but the bull that’s in control.
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