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Most companies go through branding processes at some point. Heck, not at some point. At several points. Brands are created, launched, dissected, reinterpreted, and eventually revisited.

If you asked most people what they thought of branding, you would likely be met with some skepticism. Sure, it works for Coke or IBM, companies with big advertising budgets. But what is this going to do for me?

Roger Miller has a song in which he implores his girlfriend, who is apparently embarrassed to be seen with him, to treat him like a human.

Looking at most advertising and marketing, I think we should all have the same plea. This is especially true of business to business advertising, which is typically filled with business speak and meaningless words and superlatives that do nothing to interest or connect with intended audiences.

"Innovative, industry-leading solution!"

Well, that is just great! Because I happen to be looking for an innovative, world-class, industry-leading solution. Now, if you would just partner with me to make it happen, what more could I want?

Puh-lease. Over hundreds of depth interviews with people who have jobs...

Mostly good article on branding at Thought Leadership: 4 Surefire Ways to Destroy Your Brand.

But, they get one thing wrong. I would disagree with the upfront premise about how easy it is to destroy a brand. Once you establish a really strong brand, you can actually weather those storms if you stay true to the promise.

The world of marketing is fraught with ethical dilemmas. There are worrisome implications if companies actually figured out how to manipulate people at a subconscious level. The latest trend is Neuromarketing: Advertising Age, Is Neurmarketing a Fantasy or the Future?