By Quentin Langley
Out: Brand In: Reputation
The problem with the word ‘brand’ is that non-professionals think it means your logo, and marketing professionals use it to obscure what they are really talking about. ‘Brand’ is just another word for reputation, and ‘reputation’ is a better, clearer, word. To think of your brand as an object, which you own and which you can manage is out-dated, even insofar as it ever made sense in the first place.
Out: Brand management In: Influence
When Leroy Stick, of @bpglobalpr said “FORGET YOUR BRAND. You don’t own it, because it literally nothing” that must have seemed pretty scary, especially to people paid $200,000 a year or more to be ‘brand managers’. But, he was talking about your reputation. Of course you don’t own it, you never did. Your reputation is what other people think about you. You don’t own it, and you can’t manage it. What you can do is join in the conversation and exercise some influence.
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