You guys, my number one guilty pleasure is branding.
I’m not even sure what that means.
I went to this seminar by a firm that re-brands nonprofits. I emerged with stars in my eyes. These re-branders seemed to do exactly what I taught hundreds of students to do: Complete a ton of research, synthesize all the information, and develop a thesis statement. A central argument for why this organization (or essay) matters.
Then in my market research job, I had the opportunity to learn about corporate branding: its jargon (equity!), its hypotheses (a brand is emotional!), and its vicissitudes (brand equity rises and falls like tides, or the stock market!). Brands are ephemeral. They capture human essence: our desires, our aspirations, our beliefs. They also help big companies make a ton of money by channeling all that’s important to us and selling it back.
But the UC thing is just funny.