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Field Trip to the Land of Denial: Justifications won't build your brand.

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I was in New York City over the long weekend. Visiting NYC is like sticking your finger in a light socket of creativity. It really lights up your imagination and expands your mind with the overload of input. Any travel will give you a fresh perspective, but New York City does it in a big way.

And New Yorkers are a resourceful bunch. They will find a way to accomplish what needs doing, from shoehorning a skyscraper into the middle of a city block to boring new subway tunnels beneath streets teaming with activity to fitting enormous amounts of goods into very tiny spaces. People find ways to not just survive but thrive. Itís hard work to live there, but New Yorkers know that by investing a little extra effort to get things accomplished, they will enjoy an experience few have.

It is great when I see companies that want to build or energize their brand participate with the same unstoppable determination. Unfortunately, that isnít always the case. There are those who have dozens of reasons why not and how not for failure to take on the hard work of branding. Join me on a side trip to The Land of Denial and see whether youíve heard or used any of these justifications for why your branding just isnít happening for the business.

If your brand is in limbo in the Land of Denial, itís time to get your brand on. Justifications just wonít build your brand.


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A Negative can be the Positive: Perception and brand value

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