“Daddy, What’s a Brand?” and 9 More Awkward Questions for Uncertain Times

banana

Naked, without its logo

1. “Daddy, what’s a brand?” Chiquita, Victoria’s Secret, The GOP, Amnesty International. They all use marketing and invite trust in a distinct belief system. They’re all, to one degree or another, brands. For a brand, nirvana is when your good name is so widely endorsed that it enters the language. “Pass the Kleenex.” “Google it.” But that’s the top of a long and slippery slope–look at Toyota and Tiger Woods. A healthy brand drives up your stock, and vice versa. These are the things we thought we knew. It’s 2010–are they still true?

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