How We Show Up: The Violent Death of the Timeless Brand

We went to school in outfits and with school supplies (often new) that reflected our tastes. (Kids start choosing their own clothes as early as two…and they are often not weather- or occasion-appropriate.)

And then we may have modified our look to fit in with the “cool kids.” Fast forward…

I built my marketing career around BRANDING.

What does that mean? 

Companies like Mastercard could examine their roots and consumers’ perceptions, then build a “Priceless” campaign around their genuine “soul,” capturing market share from competitors. It’s close to 30 years old now.

I went to college with Ari of Zingerman’s, who built a company culture around his belief system and love of high-quality food. Both he and the brand are going strong after 44 years.

And then there’s me…a personal brand. I am not all that different from the little girl I write about in YOUR NERVE (my self-help graphic novel memoir).

But we’re living in a world where clever campaigns seem to be the focus on social media, and founders don’t do the heavy lifting of building timeless, meaningful brands.

If all you’re doing is copying someone else’s outfit and personality, who are YOU at the end of the day?

And how do you fit into that classroom of work and life?

Marketing is not just about YOU or your product’s features.

It’s ultimately about the value you deliver to your prospects and customers, and how they see you as better than your competitors.

Even if you’re building a business to scale and sell, you need to understand what makes it worth investing in.

So, whether you’re picking out a fit for a speaking gig or an important meeting or launching the next multi-million-dollar tech solution, ask yourself some of the questions in my “Brand Manifesto.”

And that’s the fundamental difference between what I’ve coined Narcketing™ (e.g., narcissistic marketing) and true brand marketing.