I’ve been meaning for some time to put together a short e-book. Working title: First Blast of the Trumpet Against the Monstrous Regiment of Brand Consultants.
I want to say that brands simply don’t happen the way brand consultants tell us. Bascially for the reasons implied in the post below: their explicit post-match analsyis of how brands come into being generally fails to capture what really happens, and then provides unreliable rules for success that may well fail in other contexts. It’s made worse of course, by their own need to be associated only with success, which further corrupts their narrative.
Trouble is, I have massive writer’s block. I’ve made a few false starts and end up feeling frustrated: perhaps I need to be talking to people more, and writing less?