Opinions about branding by Dr. Dannielle Blumenthal

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Saturday, April 21, 2012

My Blog Has A New Name

by Dannielle Blumenthal, Ph.D.

I don't do branding anymore - over time it's become communications and process improvement, with organizational development thrown into the mix.

While I haven't lost interest in branding at all, it has become clearer and clearer to me that branding is only the outcome of a much more complicated, difficult and interesting process to sustain: successful organizational development.

I have realized over time that focusing on your external image is sort of beside the point, especially nowadays when the innards of organizations are more and more transparent.

What matters more - what matters most - is culture, because it gives birth to stable processes that in turn engender performance, learning, innovation, and growth.

It is culture that lives at the bedrock of the organization. When you have it working well, the right image emerges naturally, without strain and without the artificial look and feel that can actually be a turnoff to the stakeholder.
 Anyway, I've been writing about this stuff for awhile, along with commenting about social issues and the like.

So it's goodbye to "Think Brand First" and hello to a new name, "Thinking Out Loud," in recognition that what I write here pretty much reflects exactly that.

Please let me know what you think, and wish me good luck!