Tom Asacker, one of the people I turn to for insights into matters of marketing and branding, offers some cogent thoughts about brands in his recent blog post. The golden nugget of which is …
… today [branding] really isn’t so much about what you say – people are tired of empty rhetoric. Nor is it about how you look – frankly, people are beginning to tire of all of the “engaging,” yet meaningless imagery. Instead, it’s about what you actually do to add value to people’s lives. It’s about what you truly care about and stand for, and how you bring it to life through passionate and compassionate real world actions.