Brands are NOT dead

I just finished reading an article in one of our local business publications Minnesota Business
that had the curious title "Brands are Dead". Written by an author claiming to own a "marketing architecture consultancy" (whatever that is) it quoted a CEO of Saatchi & Saatchi as saying "Brands have run out of juice. They are dead."

This is way off base. Sure, the dynamics of the marketplace are changing to a more opt-in environment, and yes competitive pressures are found most everywhere these days. But brands are NOT dead. In this hyper-competitive environment we face, you are obligated to build a strong brand; rooted in trust and customer confidence. If you don't, your customers will turn elsewhere, in the blink of a mouseclick.

My second book Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity (due out  next year by Dearborn Trade Publishing) will cover all the tools a company needs to distinguish itself from its competitors. But building a company brand, is at the heart of it, and still very much alive.

Do you agree?