There was a time when every problem seemed to be a ‘communications’ problem.
If you couldn’t get along with your husband, you weren’t ‘communicating’. If your kid was incorrigible, you probably couldn’t ‘get through’ to him. If your boss didn’t like you, you weren’t ‘on the same wavelength.’ There seemed to be no problems of substance, just problems of communication.
Well, the truth is, sometimes your husband is just a pain in the ass, and your kid is a nasty little shit, and your boss thinks you’re worthless. And all the ‘communication’ in the world won’t help. In fact, it will often hurt.
Today we have the business version of this. Instead of communication, the catch-all problem in marketing today is “the brand.” So if your products are crappy, or your stores are dirty, or your service is lousy, or your business strategy is stupid, you, my friend, have a “brand” problem. Call in the branding consultants!
Pay them a few hundred thou and…
