Bad Marketing: The Cheapening of a Brand


Jesse Phillips wrote at the Catablog about Starbucks new marketing campaign leaving behind their roots as a luxury brand and seeming to self identify more with the fast food giants or commodities. (An interesting side note would be that many commodities, like milk and cheese, and the fast food giants are moving away from this model in many of their ads). He then poses an interesting question. “Does this apply to the Church as well? What kind of language has deteriorated the brand of Christianity to our post-Christian culture?”

Beyond that, have we done this personally? Do we often live as caricatures of our true selves, highlighting only that which we think is needed to make a good impression on someone? I read a book years ago that I cannot find or remember the author or title about personal branding. But it talked a lot about this. It was pretty much a treatise on inauthenticity and dishonesty.

I know it would be stupid and foolish to walk up to a stranger and drop all our junk in their laps, but why is it that we act as though we are perfect until either we prove that we aren’t or we trust someone enough to let them know that this perfect thing has all been an act? Is that really that much better?

2 replies on “Bad Marketing: The Cheapening of a Brand”

  1. Great thoughts. I see this often with Twitter and people’s Facebook status. I think the danger of personal branding is very real.

    If I’m having a tough day, I say “having a tough day”. If I’m sick, I say, “I’m feeling rough.” I’m in no way a model of how to do this, but I do resonate with what you’re saying here and try to be as real, honest and authentic as I can online.

    It’s refreshing and encouraging to know that there are several others who try to live like this as well.

  2. THE Greg Atkinson. On my little old blog. Wow. Great points about 2.0 sort of being a mixed bag on this topic. I guess I alway kind of thought that with all the kids posting the pictures of themselves drunk and in bed with a stranger it was generally assumed we as a society are honest online. But in way I bet that that is the brand they want to project and is not a full reflection of who they are either. hmmm. Great comment man. Thanks.

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