Life Without Brands

As an introduction to this blog, let me begin by saying that for close to thirty years I have dedicated my career to studying and developing successful brands. Recently, I left the comfort of a successful business which I had co-founded and operated for nearly ten years, in order to branch out on my own to specialize in brand development.

I love advertising and everything about it. From developing advertising creative, to studying research and even planning media, I'm one of those few odd balls who is stimulated by the marketing industry. Yes, I'm the guy who actually turns the sound on the TV up when the commercials come on.

But branding is like the icing on the cake for me. I am intrigued by successful brands. I get a rush from creating brands and, most importantly, I believe in the value of a brand.

Brands are an odd concept for many businesses to wrap their minds around, and too few smaller businesses focus much attention on developing a strong brand.

So why is a brand important? As the king of analogies, as those who read my future posts will discover, I like to use an unusual parallel to describe the importance of branding.

Imagine booking a church for your wedding, inviting the guests, arranging the decor and even organizing a reception without having actually selected a bride or groom to marry. That, to me, is what it's like running your business without the foundation of a strong, distinct brand upon which to build your marketing house.

Starting today, I will be posting regular columns on branding, strategic marketing and insights into the development of great creative that actually produces results. I'll profile skilled, industry professionals, detail the process of successful brand development, discuss new trends and industry techniques, and every now and then I may even talk about some of my own work. (a guy has to make a living you know).

I promise to keep things light and entertaining, but I also hope to enlighten you with information, insight and knowledge that can help you achieve your marketing goals.

So, to coin a famous quote on branding which goes something like "A brand name is more than a word. It is the beginning of a conversation.", I too look forward to the start of this conversation with you.