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Branding Is Dead. Long Live Branding!


Branding is so over

You know a trend has come and gone when there's a "Dummies" book devoted to it. Well, now there's The Complete Idiot's Guide to Branding Yourself, by Sherri and Ray Paprocki, which turns the techniques of product branding into a self-help guide for the aspirational.

If branding is designed to uncover and then communicate what is most authentic and emotionally compelling about a product or service, why not a person? And if the advice is the book is simplistic and obvious, well, the title did explain it was for complete idiots. But before scoffing at the breathless descriptions of personal brands like Rachel Ray, Donald Trump and Oprah, remember the most important advice in the entire book: if you don't brand yourself, rest assured, someone else will.

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