Acronym

Rob Walker is the engaging writer of the "Consumed" column in The New York Times. His article in Sunday's magazine is a highly engaging read that looks at developing the idea of brand from an unusual perspective. There is one (and only one, in my opinion) less than brilliant passage -- not bad considering the article clocks in at almost 7,500 words. But when I think about the article, the passage is what I think about:

"A-Ron sees himself as part of a 'movement,' a brand underground. And maybe there is something going on here that can't simply be dismissed just because of the apparent disconnect between the idea ofa 'brand' and the idea of an 'underground.' After all, subcultures aren't defined by outsiders passing judgment; they are defined by participants."

It is precisely the outsiders passing judgment that defines the subculture. The participants are taking the actions that are being judged, but by definition most of us are not in a particular subculture, so how we see it very much defines it.

Perhaps it is an insignificant little quibble, but to me it's a classic branding blunder. Your brand is not what you say it is, it is what others think it is. We like to talk about the extraordinary reach and power of associations. While I don't deny that, I also think as a sector we have some extremely tough branding issues to overcome. When was the last time you heard someone describe special interests as empowering the people? No, special interests -- according to the general public -- are blights that have developed in the course of American democracy. There is truth to both sides of that argument, though I would guess the public sees it overwhelmingly in one direction.

When it comes to branding, the same is true for your profession or industry or hobby or cause. What you think you are doesn't matter; you are defined in your market by what others think of you.