What Have You Done for Me Lately?

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Branding. It had a great run. It made fortunes for consultants, publishers, designers, senior vice presidents of marketing — and cleaned up some messy client imagery. But its unrivaled dominance as the sine qua non of all things marketing, its supremacy as the dominant marketing principle that will build businesses has bitten the dust — along with junk mortgages and Ponzi schemes.

Great brands are still the most effective information-compression devices ever invented. It’s just that the way of getting there has to change.

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