Branding is not dead. Nor is a brand an empty concept. It does however seem watered down because many, through their gamut of fads, dicey literature, blogs and other forms of public media have blurred its definition, meaning and purpose within an organization. Branding is a window to a company’s soul; its people, its operations. It is a concise way of explaining what an organization is… be it as a whole or for a specific division. Only with a solid operational foundation can a company deliver on its promise and offer consumers something of real value. Only through its rigorous pursuit of R&D can Windex (a J&J brand) provide “a streak free shine” for windows without the presence of unwanted chemicals and with a more pleasing scent (to most) than plain Jane vinegar and water.

The spiral which has taken place is due in part to the blatant disregard for keeping things simple. The lack of ingenuity to be truly different has resulted in varied degrees of the same truth being preached by evangelists with little regard for true excellence. In the lavish days of “prosperity for all”, the sentiment was: the company with the most money to throw at a campaign wins the consumer, regardless of its flaws (to which the also prosperous consumer turned a blind eye).

Today, things have changed, money tree budgets have shrunk to mere roots… full circle. Back to basics and the realization that a large budget is no cure for operational inefficiency. Consumers’ values have been realigned with real value, something broken companies (broken brands) cannot deliver, regardless of their branding efforts.