My answer to: "Is corporate branding morally wrong?"

Corporate branding is neither moral nor amoral. It only represents the effort to build an image then defend it. The Nazis were masters of positioning, very effective, and the soul of evil as well. On the other hand, there are numerous brands that represent and live the brand promise of morality - Starbucks, Whole Foods, and Panera come to mind immediately.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.