Getting Trapped In Your Brand Part 1

“Branding,” that undeniably hot buzzword on the lips of douchey marketers coast-to-coast. I suppose the word exists for a reason: contrary to sometimes popular belief, brand extends beyond your logo and brand identity and instead encompasses the entire (and entirely fictional) public persona for any fabricated entity. Don’t tell your garden-variety designer this, as branding finds its way into more than a few logo designer’s resumes (hat tip: automated HR keywording), but let’s play along for now: a logo is not a brand.
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