Stuck. Unstuck.


And What to do About it.

Brands have the opportunity to appear as solid signposts and clear markers of usefulness especially in a world of unfocused transition.

Instead, it seems less time is being dedicated to understanding brand relationships and crafting brand voices.

Haphazard social media postings, bizarre :30 ads whose meanings are not clear, and content that leaves us scratching our heads is much too evident.

Maybe this is normal. After all, brands are being driven by people who are caught up in the same fog that seems to be all around us. And as brands are our creatures, then they will exhibit the same issues facing their masters.

Brands are us. The roles they play in our society are the roles we wish them to play. Brands have always helped navigate and they should be doing that today. They are part of a free world and a strong companion to a capitalist democracy.

But they need intelligence and strength to help them survive and thrive.

As do we all.

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Gerard Schweitzer