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The Power of the Brand (Case Study: “The Establishment”)

March 7th, 2016

Let’s talk about branding.  Everyone reading this post has been branded in at least one bucket… millennial (whiners), boomers (old-dog-new-trick), Gen X (not sure what the brand is for us), MBA, privileged, etc.

Still not convinced the brand is powerful?  How’s this: Cruz and Rubio (and Kosich) lost on Super Tuesday to Trump because they are branded as “part of THE ESTABLISHMENT.”  The Establishment (which is a brand,with stereotypes) is all I’m hearing about on the news… “they are part of The Establishment!!” They even use it against each other.

Without going into the political rabbit hole, think about how a brand helps a candidate (aka, job seeker) win or lose.  What are things that your brand is telling people?  Whether they are true or not, if associated with a brand, they are loud and clear.

You might think your brand is speaking for itself, saying good things… and then you find a decision-maker or influencer who uses what you thought was a positive brand and essentially disqualify you.

So the big question is, how can YOU get out from under a brand that is really misbranding you?

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