Is succesful marketing killing your brand?

Sean Moore

Sean Moore takes a swipe at the deadening jargon and fuzzy concepts that he feels pollute much of professional marketing speak.

Is Successful Marketing Killing Your Brand?

Sean MooreCambridge Strategy Centre

Branding began as a stamp of ownership:  the redhot branding iron on the steer, defining the boundaries of property. Such visceral physicality is far removed from what 'branding' means after a century of mass marketing.

The image I have of most brands is vague or overcomplicated, where it ought to be clear and sharp to have a point. Branding appears to have lost its balls. What happened?

My argument is simple. Courage, ideas and judgement need to be more central, with instinct and feeling driving reason rather than...

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