The Book
Cover Art Courtesy of Karim Rashid


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The Person
Biography

October 3, 2018

Brands Are Dead. Long Live The Brand.

Filed under: Life Is Media — Tags: , , — admin @ 6:16 pm

I remember presenting to Donald Trump. It was during the period when he attempted his foray into beauty and fashion. When he discussed his vision – there was none. There was no substance or particular creative restriction. Make money was the directive. It was then that a man paying several thousand dollars on an article of clothing would not Trump on the label – Gucci yes. Trump no. He readily agreed. What this means is that the concept of traditional branding has gone too far. Brands are wonderful. They delight. They can also easily degrade into propaganda. Anyone working with me should know my aversion to propaganda as I believe that culture owns brands, not the other way around. P.S. Sorry for the hiatus. I’m back in the saddle again – at least when it comes to expressing what makes me and my marketing approach different.