My family and I once spent two weeks in Spain, where we explored some of the charming small towns along the Costa del Sol. One of the must-see destinations was the Museo Picasso in the Andalucian city of Malaga. Although I confess that I still don’t “get” Picasso, there was an unmistakable aura of historical importance in each of the many gallery rooms. Great art is like a great brand, I concluded; it is unique, unmistakable and stands the test of time. You don’t need an art degree to tell the difference between a Picasso and a Monet.
The American Marketing Association defines a brand as a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” The golden arches, the Nike swoosh, that mysterious circular green siren on Starbucks cups – each connects us instantly with the unique identity of its owner. We have come a long way from the days when a brand was a burn-scar to help us separate our cattle.
I am old enough to remember the days when the only requirement for launching a job search was an impressive resume. I am told that people actually studied these documents, and even made hiring decisions based on things like experience and education. Today, serious job seekers work with a career coach, who will exhort them to “Build your brand”. This brand is more or less unrelated to the person described in the resume, which no one reads anyway. The implication is this; there is a completely separate existence between the public you that is being marketed, and the real, private you.
