Circular branding revisited
Around and around we go . . .
Last month, I ranted and raved about circular branding -- marketing messages that tell us the brand is all about . . . the brand.
Among them was this choice tag line heard on WBUR in Boston: "Collaborate. Create. Succeed. This is what we do. This is how we do it."
Well, since my post, the tag has changed a bit. The company still collaborates, creates and succeeds, but now their three big verbs are followed by this line: "This is what we do for our customers."
A modest improvement, to be sure. But why did it happen? Is it just a coincidence that the tag changed after my post . . . or do I, like The Shadow, have the eerie power to cloud men's minds?
Who knows what evil lurks in the hearts of men? The Shadow knows . . .
Last month, I ranted and raved about circular branding -- marketing messages that tell us the brand is all about . . . the brand.
Among them was this choice tag line heard on WBUR in Boston: "Collaborate. Create. Succeed. This is what we do. This is how we do it."
Well, since my post, the tag has changed a bit. The company still collaborates, creates and succeeds, but now their three big verbs are followed by this line: "This is what we do for our customers."
A modest improvement, to be sure. But why did it happen? Is it just a coincidence that the tag changed after my post . . . or do I, like The Shadow, have the eerie power to cloud men's minds?
Who knows what evil lurks in the hearts of men? The Shadow knows . . .
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