Branding vs Personal Agenda




Is passion for the brand still alive? Looking for an answer, I came across a colleague “blogger” at, who is inviting us to consider a road to branding I wholeheartedly share.


 As I mentioned in his blog, throughout my career, I have seen more than one marketing VP make decisions based only on their personal agenda.We’ll have time to share more than one example, but let me start with the most bizarre of all: a VP that admired Goebbels so much as a master of propaganda, that he sent me to his “esoteric doctor” to get the Celtic cross approved to replace the image of his Insurance Company (and I am talking about the biggest Insurance Company in the country) to move the masses as the swastika did in the Nazi era.

Well, coming back to the subject of this blog, the personal agenda, and even the professional agenda sometimes, of the executives of any company can become branding’s worst enemy. Neither sponsoring tennis as a way to keep in touch with my friends at the club, neither collaborating with my spouse’s valuable cause for our community, nor investing in Sunday’s 8:00 pm program because I never miss it, are valid branding arguments. As my colleague would say, the single question we need to ask ourselves before deciding on a way to go: would our customers appreciate it?





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May 21st, 2009 4 Comments Branding Blogging / Branding Marketing / Branding Strategy / Corporate Branding / Propaganda

  1. Rob

    I think that now a days it is pretty apparent when a company sponsors an event or invests in a cause for personal reasons instead of branding for the sole purpose of enriching the company’s brand value and equity.
    It is more obvious now a days because with time consumers become smarter. They have seen and been through more and are able to determine such moves on their own.
    Company presidents and leaders need to reconsider when they decide where to invest their money because as another marketeer I follow says about today’s consumers: “Fool me once, F you” –…. brands do not have space anymore to play without measuring consequences…. but human beings are selfish so we will keep encountering such personal agendas.

    May 27th, 2009 //
  2. ftpmumbojumbo

    I am not sure Rob if it is so apparent. I keep seeing some big mishaps that I wonder if corporate management is going blind or deaf or just don’t care for such minor things like their brands????. I am still working on the Pepsi case but for now I am preparing a comment on the $100 million Microsoft will invest on the launch of Bing. Can you send me a link to your blog?

    May 30th, 2009 //
  3. Kelly Brown

    The article is ver good. Write please more

    June 12th, 2009 //
  4. ftpmumbojumbo

    Thank you for reading. Please let me now if there is any theme within branding and marketing that might interesting to you, I’ll be happy to explore it.

    June 12th, 2009 //

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