Kranz On Copy: Insights and answers on copywriting and writing copy

Correctly executed, a brand is about something meaningful to the customer -- that's why we might say it's "branded" into their heads.

Lately, I've been scratching my head over a couple of taglines that seem to say the brand . . . is all about the brand.

Here's one example of this circular logic, heard every day on WBUR: "Collaborate. Create. Succeed. This is what we do. This is how we do it."

What the . . . ?

Collaborate on what? Create what? Succeed at what? If I follow this company's "reasoning" (using that word lightly), they're telling us they collaborate, create and succeed by collaborating, creating and succeeding.

Another example on TV, from an ad for a Web site that pushes overstocks: "It's all about the 'O'."

What the . . . ?

OK. The 'O' is the logo and symbol of this brand. What does the 'O' stand for? Why, it's simple -- the 'O' is all about the 'O.' Oh, mercy.

Circular branding. It's all about the . . . whatever.