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"The Brand"

Along with “synergy,” the most overused shibboleth in the vocabulary of business executives is “brand.” They prattle on about “extending the brand” and “building the brand.” In most cases, they don’t have a clue what brand really means. “As soon as someones extols ‘the brand’ it means they are out of ideas and on their haunches,” venture capitalist Moritz said.
http://kenauletta.com/mediamaxims.html

When I read that I had a flashback to all those presentations at AT&T/Lucent/Bell Labs talking about how they were going to kill Cisco just because they had The Brand.

I laughed and laughed and laughed.... and prepared my resume.

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My former employer sent us all to "living the brand" orientation. A couple of years later the company was in deep trouble.

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