I repudiated branding at some point because I felt that it was being misused. Turns out that was an accurate assessment, and I didn’t realize just how much.
Branding is however not supposed to be brainwashing. The fact that clients want to pay for an exterior revamp not respond to violations of their core brand values is s failure of human choice.
Branding as in corporate branding, brand alignment to behavior, does work if human beings choose to make it so.
By Dr. Dannielle Blumenthal (Dossy). All opinions are the author’s own.
Writing by Dr. Dannielle Blumenthal 
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