It's all about the "O"

Actually... it's all about the branding.

Branding is something's consensual identity; that which is associated or attributed to it by everyone who perceives it. Corps spend -zillions- of dollars on branding, and a corp's brand identity is estimated to be at least -half- of the company's total worth.

Half. At least.

Not the stuff it owns, Not the people it employs, or the money they'll probably make next quarter. Just what comes to mind when people think of them. The little, probably irrational associations people have.

Who cares, eh?

Immune from all this? Are you smarter then that, and you just make decisions based on the product or the thing itself, not on it's branding?

Got an iPod?

Why?

Dell makes a thingy that's twice as good, and costs a third as much. But it's not an iPod, is it? I don't even know what Dell's thingy is called. And I'd never consider owning it.

Branding.

Overstock.com I have no idea what they sell, there. But I sure as hell remember the commercials, and the name of the company. This is due to a number of factors, but most of those center on branding efforts put fourth with a hot older chick in a group of 80s-eque monochrome settings. Overstock.com's name recognition went from 12% to 47% in one quarter, after these commercials aired.

These are the kinds of commercials where I can't take my eyes off the TV, and I wave my hand vaguely at whomever's talking, gesturing that I'm not listening to their prattle for 42 more seconds.

"It's all about the 'O'..."


What is your brand like? When people think of you at work, what do you suppose they associate with your name, with the idea of you? Do you work on maintaining this in a good way? How about in your personal life... How do people think about you?

I'm not being shallow, certainly. It's a very different discussion, debating if you should care what your "branding" is... I'm not asking if you care. I'm just wondering if you're aware of -what- it is.


Apparently, with me, it's all about the intellectual arrogance, with a hint of humor, a helping of loyalty and empathy, and maybe a cheesburger, wrapped in a Ralph Lauren buttondown.

Hmmmmmmm.