Building a Brand and Other Foolishness

Today is packed with busyness, so not much time. However, on occasion this blog has served as an outlet for getting things off my chest, so I will indulge myself this morning. There is a term and philosophy that seems to be taking over the American landscape that annoys the hell out of me and it is this…branding. It manifests itself among athletes, actors and even politicians, and what it amounts to is the monetization of human personality. We hear phrases like, He’s building his brand, or that move was very off-brand. It’s also infecting the business world. Anyone who owns a business is advised to create, enhance, and maintain your brand at any cost. It is the differentiator, we are told. It should serve as a cautionary tale that the patron saints of this branding craze are the Kardashians.

Look, I have nothing against either making money or self-promotion, but viewing life as nothing more than one giant cosmic marketing opportunity is a colossal waste of a life. Human beings are not a brand. We are far more than a marketing scheme. Our purposes on this planet cannot be reduced to a slogan that can be market-tested for the widest acceptance. If being off-brand means anything like acting out of character, then some of the finest hours in my life have come when I have been decidedly off brand. Discovering new things, acting on whims, trying out new experiences that stretch you and challenge you might be off brand, but they constitute personal growth and provide opportunities for learning that following a brand building rubric could never provide.

So, all you people out there desperate to build your brand…get over yourselves. Build a life instead.