One of the frustrations I have with marketing and brand people around the world is that they are not in fact marketing to create a better brand, they are just promoting.
In a teleconference call recently with Peter from Life Technology, a brilliant company making real headway in the fight against cancer and other life threatening diseases, Peter said he quite often got frustrated by global brands that just "added to the noise". And he is right. There are companies who are just blasting out noise. There's no real thinking behind it, no real strategy, no positioning, no point of difference, it's just noise trying to flog stuff. If you work in a company, you're an entrepreneur, you have your own brand or you have anything to do with how you promote and present yourself, then I ask you to really sit down, look at yourself and your competitors and ask yourself "Am I just adding to the noise?" If you have no clear point of difference, no overt benefit and no way of helping your customers or society then you are just another person or company promoting
another faceless brand and adding to the noise.
Turn on the TV, listen to the radio, flick through the newspaper, ponder your favourite magazine or look at the colourful banners that are flashing in front of you on any given website, it's just noise. Don't add to the noise, this is your chance to be really honest with yourself and step away from the clutter.