The 'on brand' problem

It's important to be "on brand," yes, but you need an actual understanding of what that term means in order to achieve that nirvana.

Marketers love to think they're being "on brand," but that's not necessarily always a good thing. Why?

Let's open up with a story, as good marketers do! In May '15, I flew from DFW to Toronto for this work deal. I get to the airport in Toronto and the customs line is about 1 hour and 15 minutes long. (** Audible groan **). I'm on this line and in front o…