‘Branding’ Has Become a Sham

Branding is a sham. At least what most people now call “branding.” Because the way most companies approach it, their “brand” is basically a magic trick. Like the entertainer on stage who uses fast-moving hands, pithy jokes and clever distractions to get you to look at what they want you to look at and ignore the stuff they don’t want you to see as they execute the trick.