Brian Millar of Sense Worldwide wrote an interesting article for Fast Company Design arguing that talking a lot about branding isn’t actually helping companies. It got a lot of criticism, so he then wrote a follow up. One of the key points was that brand value is imaginary – it’s only in the mind of the consumer, will be unique to every consumer, and will be based on a culmination of all of the actions of a company, so why try to manipulate it? Millar argues that we should not focus on branding and shouldn’t discuss our brands but rather take that effort and give it back to all the other efforts of the company.
In short, I disagree.