NPR: The Zen of Branding

The Zen of Branding

We all know what brands are -- they surround us. They're on the TV, in ads, on the sides of buildings, on our underwear for heaven's sakes. Authors make millions writing about the importance of them, and companies constantly preach to employees about "protecting the band." (Years ago, I met a guy who traveled the country for Coca-Cola, visiting restaurants to make sure that when someone ordered a Coke, they weren't given a Pepsi or an RC Cola -- "It's all about branding," he told me.)

But seldom have I seen the concept of branding explained as eloquently or usefully as in this posting I found on the "Presentation Zen" site. Written by Garr Reynolds, it argues that real branding is not a logo, but actually the service a company provides.

Organizations, then, should worry less about advertising and spend more effort in making insanely great products and services that are worth talking about. That is, they should show us (prove to us) how great they are rather than just telling us how great they are through expensive media buys, and placing their identity graphics in every conceivable place, including PowerPoint slides.

Reynolds also looks at how the shows featuring Bill O'Reilly on Fox News and Paula Zahn on CNN use logos and branding to accentuate the host and take the focus away from the guest.

3:36 PM ET | 05- 9-2007 | permalink

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