Monday Morning Memo: The New Branding

NewBrandingBy Roy H. Williams

Most branding campaigns are costumes worn by advertisers to the Media Masquerade Ball. They were the hot ticket during the pretentious Baby Boomer years when blue ribbons were awarded to those with best costumes, but look around and you’ll see that we’re moving into an era of transparency. The only thing offensive these days is phoniness.

Just as idealistic Baby Boomers taught their WWII parents to see the world differently, our own children are introducing a new perspective as well. My impression is that this new attitude can be summed up in the phrase, “Cut the crap. Keep it real.” No, that’s not quite it either, because the new attitude isn’t belligerent toward posing, hype and e…

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