Everything is considered a brand these days. Why not summer? It has the characteristics of a brand: Brand attributes – heat, long days, short pants, time off. It has a brand's personality – smiling, casual, fun-loving, deeply nostalgic. It has its own sounds (katydids in the afternoon), sights (fireflies at dusk) and smells (sea salt or cattle feed lots, depending on where you live). The only reason that summer would not be considered a brand is this: No one is actively measuring and managing its brand value... There are no brand consultants for summer... No publicists... No logo designers... Summer just happens, and no one is in charge of it... but you.
Gym-rat, translator of dull words into electrifying ideas. Proven brand strategy consultant to organizations of all sizes. Current teacher of grad-class in brand strategy at University of Hartford and Public Affairs at New York University. Former speechwriter and visiting assistant adjunct night-school professor of history.
This blog-site is meant for fun and free expression. We look at the world through the lens of brand communications. We share smiles at the expense of brands and their champions – especially ourselves.