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January 6, 2009

Will 2009 be the Death of Branding as We Know It?

GrimReaper.gifAs we head into the first few work days of the new year, Brandweek is thinking about the unthinkable: Will branding die a lingering death in 2009? Are customers going to go back to price points and quality generics?

The Big Money offered one opinion, recently declaring that the Great Brand may be a "myth."

If this is true, it does not bode well for those of us in naming and branding. But despite these bold predictions, I remain confident that now may be the time that having a good brand name, in an age when brands in general are under fire, is more important than ever.

Tom Fishburne weighs in on today's marketing strategy with a great cartoon up that articulates my thoughts exactly. It is entitled "Blending into the Herd," and strongly suggests just the opposite.

Good brand naming offers companies the opportunity to make their products more than they might be otherwise. Companies have to adept, yes, and a large part of that is creative and strategic branding.

Marketing Daily suggests we stick to our "knitting" this year. "Brands will have to make their messages simple, honest and clear," says one analyst and I agree - but isn't that what a good brand name should always do?

As Ramanujam Sridhar of Business Line reminds us, the brands that we all know and trust are going to prevail. The state of the business environment doesn't exactly spell out the death of branding in 2009, but instead provides a setting for tremendous opportunity.

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Posted by William Lozito at January 6, 2009 7:55 AM
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