Fluff versus Substance

Brand Autopsy reports on the book Obsessive Branding Disorder, bringing out a well thought out snippet:

Branding is corrupting our culture by heralding emotion over reason, surface over core substance, and packaging over experience.

Though I am, by profession, more at brander and marketer than anything else, I agree with this statement wholeheartedly. Too often the focus of marketing is on the peripheral emotive rather than the concrete factual. Though branding, as was mentioned in the piece, is the medium of communication, the core kernel offering needs to be genuinely helpful and worthwhile or the sale pitch is essentially dishonest.

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