When your brand gets too personal

Originally published in Austin Business District Magazine in Nov./Dec. 2005

Dear Brand Guru, I just read the book “Ten Radical Brands that Will Blow Your Mind While Lowering Your Cholesterol,” and I’m a bit confused.

Sorry, I wasn’t paying attention. I’ve been practicing my “concerned and caring” expression. Are you asking me a question?

All these high-flying brand stories. They seem too big and complex to have application in my business.

Let me guess. Harley-Davidson, Dell, Coke, Google, Starbucks, tell me when to stop.

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