Bill Schley, author of Why Johnny Can’t Brand (Portfolio, November 2005), says branding “is not what you say but what you do.” But what a company does is already, well, what it does! To brand, in a corporate sense, is no more a verb than “to gorgeous.” A brand is a result, not a tactic. One cannot go about branding an organization or a product or a service; the organization, product, or service is what creates the brand. In a brilliant twist, the experts have bottled an end and sold it as a means…Remove the hype, and branding is just commonsense strategy, rebranded.
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