Free Coordinates…

For good communication…

Libération’s lament…

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Libération’s lament that its shareholders’ plans would reduce the paper to “a mere brand” reminds me of the misconception running through No Logo, Naomi Klein’s critique of brands from back in the day – the notion that a brand is something other, something unwelcome if not evil, done to you by someone else. In short, an ill-intentioned imposition. It isn’t. It is part of you – your brand is your character. Like it or not, like them or not, we all have brands/characters. We simply need to understand and communicate them in truthful and enjoyable ways.

Like many of the most interesting aspects of life, commercial or otherwise, this is a never-ending process, a living enterprise, an ongoing endeavour. So don’t duck, swerve or lament your brand, embrace and make the most of it.

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