Taking it personally

There are days when the commercial creative process really does feel like blinding optimism in the face of unrelenting stupidity. And that’s the problem – it’s so easy to adopt an ‘us and them’ mentality, to slip into ‘right and wrong’, ‘enlightened and ignorant ‘…

The working environment for marketers and branders is such a strange mix when you think about it. The need to give so much of yourself and yet not take the inevitable backlashes, compromises, negative feedback, rejections, legal insertions, snipping and blandishments to heart.

In a discipline where getting people to feel something for what you sell is everything, the temptation to become detached can be great indeed. Sustaining a great brand though relies on believing in people, both inside your walls and beyond. Once care leaves the room, everything that makes a brand compelling soon follows: passion; commitment; excitement …

Branding is personal and commercial. Hard as that can be sometimes, in the B2C world particularly, it has to be that way.

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