Brand Bullshit.

Phillip J. Clayton
2 min readJun 26, 2021


I am not informed enough to say what brand bullshit is, I can possibly say what I think a brand isn't, what I like and what I don't like...but does it matter?

A brand can be perceived as many things, and can be many things, but it has a specific function, a primary purpose and its easy to walk the thin line of nothingness and intangible value. Some will argue about fluff, and the power of marketing influence.

There is an endless debate about brand purpose and its fallacy...but as I said, there is a primary purpose, a function that must not be strayed from.

A brand represents something, people or a person. In most cases, a brand represents a business, a company and communicates on behalf of this company.


A brand gains its strength from the value and management of that company, and the mindset of the people within that company. Returning consumers and the general perception of the public, does the rest.

While people external to the company and its brand pretty much dictates what that brand is, brand management allows owners to influence perception. Brand design and development defines the management and ability to create the tools consumers need in order to form an association with the business offerings and the brand representation and experience.

These tools I refer to as functional assets, which include an extensive list of communication assets - verbal, written, and visual - that starts with a defined identity.

I am thinking, brand bullshit is often subjective, opinionated and depends on the observation, or the brand owners who have no idea what they’re doing and have misaligned the brand with whatever, or whomever it represents.

“I believe holistically in the notion that brands are built by people for people…a belief system centred around an idea and devoted followers. By removing the business, I don’t mean a brand can function without business management, I am simply saying, let’s identify the core of what drives the brand itself…If a store was called ‘John’s Grocery’, based on the experience consumers have with the store it would most likely be affectionately referred to as John’s, that’s because John’s Grocery would have established itself over a period of time through experience and association, the majority knows what the offerings are they no longer need to define it. If John’s Grocery was to start branding, it’s communication would be best aligned with phrases such as, “Get your hams at John’s” and everyone would know what, who and where is being implied.”

Excerpt from The Logo Creative™ ✏



Phillip J. Clayton

Brand consultant | Strategic advisor | International brand & marketing design judge: | Writer | Creative director