February 17, 2018

Rebranding According to Bono

Sometimes the concept of brand is confusing to the uninitiated. I hear people talk about a logo or color palette as the brand. But those things are just one representation of the brand. A kind of visual shorthand for the brand. But brand is way bigger than that. Like I always say: a brand is a promise to your customer.

Well look who’s talking brand. Maybe one of the best brand ambassadors today: Bono. In this past Sunday New York Times, he wrote an insightful article called "Rebranding America." Your political viewpoint aside, I thought you might find it an interesting way to think about brand.  If you read the article, keep in mind the idea that a brand is a promise. Certainly the idea of "America" to the global village is a compelling one that needs care and feeding. One could (Bono does) argue that the U.S. has jumped the shark on that promise. He also believes we are at a juncture where we can get back to that promise.

Enjoy and let me know what you think.

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.