Thursday, December 14, 2006

Brand utility V Branded Utility

Have you noticed that the terms 'brand' and 'branding' have become highly abused in the advertising, design and marketing industry? 'Brand' has gone from being an approach to recognising and developing a products attributes, to being a cover-all term that usually masks a messy swamp of half-baked marketing waffle.

I knew something was up when I heard someone say 'Kylie is a brand'. err... I thought she was singer, or an Australian, or a cancer survivor, or the singing budgie. Not a sales sticker.