How to Put Humpty Dumpty's Brand Back Together Again

A person’s brand, i.e. reputation, is about as fragile as an eggshell. It takes a lot of time to nurture and develop that brand into something recognizable, valuable, and marketable. Regardless of the time and money spent, no brand is indestructible. If that person has a momentary (or on-going) character crisis, that brand can be shattered into a bunch of little fragments very quickly, just like Humpty’s shell.

Moral failures are nothing new. They have been happening since before human life began on the earth (remember Satan’s fall?). The difference now is that with the virus-like infiltration of technology and media into every area of our lives, we hear about these failures sooner, more often, and more in-depth than in the past. This is one of the reasons that people and companies spend incredible amounts of time, energy, talent, money, and creativity on brand development.

Brand development is a powerful way to package and present a person or company to the world. It is just unfortunate that the time spent embellishing one’s image has come at the expense of enhancing their character. Brand development as a substitution for character development will lead to terrible results.

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By Paul Wilson, Jr.