The other day I read something in the brand and marketing Twittersphere that went something like this:
“The only people who care about brands are the people who work on them – no-one else gives a shit. If a brand disappears, the world will just go on as normal.”
There is an element of truth to this. It’s always easy to overstate the importance in global terms of something you happen to have a particular interest in. It happens all the time in politics, sport, universities, and places of work all over the world.
But I’m not sure I agree with the thought entirely.
Most people don’t care about most things, that’s just the way it works. But isn’t the point of creating a brand to at least try and overcome that? To matter to someone? To have achieved a level of important those who *are* interested in your particular field?
If you’ve done it properly, someone should miss you if you ceased to exist – even if everyone else ‘goes on as normal’.
Your aim isn’t to get everyone to ‘give a shit’, but just the right amount of people to make a real impact.