“We Want To Build Brand, Mark.”

“We want to focus on building brand, Mark.”

In nearly every introductory meeting with a new client, I hear executives utter similar remarks.

And they have no clue what they’re really saying.

In a 📚 I just finished (listening to), the author states that “a brand is a shorthand for the feelings that an experience of ours creates, the promises that a product or service brings with it.”

And this is precisely it.

👟 For example, if Nike announced that they were opening a hotel in, let’s say… Tillamook, Oregon (because I am going there next week; probably a terrible example of where they would consider opening such hotel), you’d have a pretty good guess about what it would be like. But, on the other hand, if Hilton announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like That’s because Nike truly owns a brand while Hilton simply owns real estate 🏨

Brand isn’t color(s), it isn’t a font, it’s not being known in a market, and it’s not the logo you spent way too long on.

Happy Fall!

Good things,



Share on facebook
Share on twitter
Share on pinterest
Share on linkedin

Leave a Reply

Your email address will not be published. Required fields are marked *

Get My Blog Directly To Your Inbox.



    Follow Me

    Related Posts

    Let’s Be HONEST.

    1-Minute Read 📕

    Because when lies, fluff, and manipulative answers are mixed in with the expectation for truth & results, the entire system will grind to a halt. 


    📕 90-second read 📕

    During a meeting last week, I was pontificating about how our client burns bridges in the recruiting process – and how they waste the sawdust of this process…

    Academia Today.

    📚45 Second Read📚

    In college or thinking about starting during this Pandemic? Don’t. Punt. Here’s why…

    The F-ing Resume

    1-Minute Read.

    While in the United Lounge at SFO last week, I overheard a rather interesting (and bombastic) dude utter over a call, “well, Joe, send over your resumé and my secretary will take a look at it.”