http://gapingvoid.com/2007/06/03/the-cult-of-the-brand-r-i-p/ "cartoons drawn on the back of business cards" Sun, 22 Nov 2009 00:03:19 -0600 http://wordpress.org/?v=abc hourly 1 http://gapingvoid.com/2007/06/03/the-cult-of-the-brand-r-i-p/comment-page-1/#comment-18945 Stephen Thu, 07 Jun 2007 21:59:47 +0000 http://gapingvoid.com/?p=3762#comment-18945 I just read an excerpt of Scott Berkun's book "The Myths of Innovation" <a href="http://www.oreilly.com/catalog/9780596527051/chapter/ch04.pdf" rel="nofollow">(link )</a> where he discusses how the goals of innovation and brand-building are at odds with each other. You said, <em>"This Platonic ideal that was was somehow more than the sum of its parts via-a-vis your company, your product and your reputation. It was nostalgic, idealized, romanticized, backward-looking "</em>. This idealization and romanticization is exactly what holds "established" brands back from embracing innovation and change. I just read an excerpt of Scott Berkun’s book “The Myths of Innovation” (link ) where he discusses how the goals of innovation and brand-building are at odds with each other.
You said, “This Platonic ideal that was was somehow more than the sum of its parts via-a-vis your company, your product and your reputation. It was nostalgic, idealized, romanticized, backward-looking “. This idealization and romanticization is exactly what holds “established” brands back from embracing innovation and change.

]]> http://gapingvoid.com/2007/06/03/the-cult-of-the-brand-r-i-p/comment-page-1/#comment-18944 Dave Tue, 05 Jun 2007 02:09:59 +0000 http://gapingvoid.com/?p=3762#comment-18944 Love the comic. Wish I was guilty of the latter half. Love the comic. Wish I was guilty of the latter half.

]]> http://gapingvoid.com/2007/06/03/the-cult-of-the-brand-r-i-p/comment-page-1/#comment-18943 K Mon, 04 Jun 2007 21:47:17 +0000 http://gapingvoid.com/?p=3762#comment-18943 This entry really deserves two posts, one on working only for money, and the other on branding. Both are HUGE conversations. Working For Money... Being a project person, I hustled to get financially secure as quickly as possible. Ironically, in order to do our jobs properly, project people have to have the ability to risk those same jobs on projects. Branding And Innovation... I have always seen branding as a means of focusing. It is so easy for product development teams to wander off on tangents. There are SO many ideas left to be launched. Having a tight brand definition weeds out some of those ideas. Developers have to consider "does this fit?" or "is this a big enough idea for a new brand?" This entry really deserves two posts,
one on working only for money,
and
the other on branding.
Both are HUGE conversations.
Working For Money…
Being a project person,
I hustled to get financially secure
as quickly as possible.
Ironically, in order to do our jobs properly,
project people have to have the ability
to risk those same jobs
on projects.
Branding And Innovation…
I have always seen branding
as a means of focusing.
It is so easy for product development teams
to wander off on tangents.
There are SO many ideas left to be launched.
Having a tight brand definition
weeds out some of those ideas.
Developers have to consider
“does this fit?”
or
“is this a big enough idea for a new brand?”

]]> http://gapingvoid.com/2007/06/03/the-cult-of-the-brand-r-i-p/comment-page-1/#comment-18942 Chuck Nyren Mon, 04 Jun 2007 09:36:27 +0000 http://gapingvoid.com/?p=3762#comment-18942 Thanks for reminding me why I like you -- and why I quoted you in my book: Ask six people to define what “Branding” is and you will get seven different answers. The longer I’ve been in the business, the truer this has become. Perhaps it’s time to pull the plug. —Hugh Macleod Thanks for reminding me why I like you — and why I quoted you in my book:
Ask six people to define what “Branding” is and you will get seven different answers. The longer I’ve been in the business, the truer this has become. Perhaps it’s time to pull the plug. —Hugh Macleod

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