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When it comes to brand building, marketing professionals have a difficult time agreeing on who or what controls the brand of a company. Some marketers lean towards the idea that the consumer controls the brand. What consumers say about the company is what makes the brand relevant. This describes the “perception is reality” take on branding. Other marketers feel the company controls the brand reflected in Henry Ford’s quote about automobiles. If Ford had listened to consumers, he would have made a faster horse, not a car. This reasoning tends to think company leadership in any marketing space outweighs consumer response or feedback. Without thought leadership within the company, there would be no brand to follow.

The truth, for business and the marketing professionals who help them, lies somewhere in between both extremes. Branding is controlled both by the company who has created it and the consumers who provide insight and feedback into what they feel the business brand is. The challenges a company faces in branding effectively reveal themselves when a company doesn’t believe in or understand the consequences of how to brand well in this dynamic.


Look at yourself in the mirror. What do you see? We never really see the same image others do. The reflection is, instead, the reverse of what others see. Curiously, how we emotionally connect to the visual presentation that is reflected (versus how others view us) is often far removed from other perceptions as well. When what we see before us is distorted even more than what would be considered reasonable—typified by deeply negative or critical feelings—we could be subject to a disorder called dysmorphia. Dysmorphia is based off the Greek word for “bad form” and means “malformation; an abnormality in the shape or size of a body part; also called dysmorphism,” as defined by Similar to a person who has dysmorphia, a company can have marketing dysmorphism.

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