I’ve always wanted to ask a brand consultant how are they going to brand a company to- offering good services, making their customers feel good…

Branding is modern-day fortune telling.

They talk to people who believe in them only. I was never approached by a street fortune teller because I doesn’t look like their customer. Perhaps, I looked like those who is going to throw them a question of why not they spend more time predicting their own future (to be more specific, Toto’s winning numbers).

Fortune teller must always make sure they look good, at least from outside. Since their work is all about prediction, telling everyone they have the most accurate prediction give them more creditibility- but what is prediction creditably for? The most I can say is, that particular fortune teller is luckier is his wild guess!

Well, many branding companies carry big names. That big name is only to make them look good and cost you more. The big name does not help you to make what you are selling taste better, or your customers to feel better.

Do not worry, like most fortune tellers, they are not going to cause anything bad to your business. See, you won’t die now even if a fortune teller told you so (but I’m sure they don’t want you to die and have one less customer).

But the real problem when you have a brand consultant with a successful business! Who knows, the credits go to branding? Having stay alive for one extra day, has nothing to do with a fortune teller, right?

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