Brand: the Word

William Safire did a brilliant piece about the word brand over the weekend in the New York Times magazine. (We link instead to the same article in the Houston Chronicle), putting Tom right into the middle of the discussion. He quotes the contribution Tom made to the word in “The Brand Called You,” in Fast Company in 1997. That article continues to speak to many people, and it has recently been translated into Indonesian and posted on

Safire suggests the word has been overused. He wants to unbrand it. His discussion goes beyond the word itself to the concept and its relevance. Thoughts?

Cathy Mosca posted this on April 11, 2005, in Branding.
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