Sunday, April 10, 2005

Unbranding the Word "Brand"

See William Safire's mini-history of one of the most trusted yet overused words in marketing. He concludes:

In a world where the words new and fresh are relentlessly repeated on every product label, the name of the sales technique is getting old and stale. Where is the ad-Übermensch, the creative Ogilvy, who will put forward a new moniker for the name of the atmospheric marketing game? The time has come, as John Kerry puts it, to unbrand the word brand.

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