Branding for a Reason, Not Publicity

I read an interesting article on Forbes.com today called Disgraced Celebrity Comebacks which detailed a variety of celebrities who came back from public relations disasters practically without a scratch.  Not only have stars like Russell Crowe and Eddie Murphy rebounded from public humiliation or disgrace, but their careers have gotten even bigger.  Businesses could take a lesson from the celebrity PR business about how to generate a buzz and keep it going despite any bumps in the road. 

Lead in your toys, Mattel?  No problem with the right celebrity PR team behind you.  Their pros at turning disasters into positives.

What I found most interesting about the Forbes article in terms of branding was a quote by veteran celebrity publicist Howard Bragman who tells his clients that, “just because they can get press doesn’t mean they should.”

I think Bragman’s quote relates not just to the public relations aspect of business but also directly to branding.  Often companies will try to create a brand around a product that has no message or promise yet.  Just because a company has the money or power to trademark a brand name and promote it doesn’t mean they should do it.  Furthermore, a catchy name and a bit of advertising doesn’t give the brand meaning, and it doesn’t give the company carte blanche on the road to success. 

A brand is nothing without its message and promise that must be consistently communicated to consumers.  Don’t bother branding until the brand’s purpose has been identified.

What do you think?