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Book Review: Shapes for Sounds by Timothy Donaldson

Is Your Company's Brand a DogCatCow?

Is Your Company's Brand a DogCatCow

The good old metaphor of the blind men and the elephant works in a pinch, but I think it's played out. With the advent of social media, we're sharing enough information about crappy brand experiences that you can see the whole elephant, and you know what? It's not an elephant. Elephants are big, hungry, fast-roaming, vegetarian, and kind of cute. It's more likely a DogCatCow. Today's poorly maintained brands are made of expressive mishmashes of competing behaviors that hide the true wonkiness within confused corporations. If your company barks like a dog, eats like a cow, and scratches at you mercilessly like a cat... then you know something is really wrong.



Put that thing on a leash! Seriously, great analogy; there is much more to doing business than one's image or product. I always say that no matter how good your product or service is, if you're a bad person at heart, no marketing in the world can save you! You can wrap a turd in flashy packaging and call it Super Improved Poo, but in the end, it's still a turd.

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