August 04, 2006

Twinkle, twinkle...

I’ve been scanning the blurb on some books I’m planning to bring with me on holiday. Much of it is offered up by business leaders who profess to have been inspired by the writer in some extraordinary way. Very impressive stuff. Until I check out which companies these leaders head up and see amongst them some very uninspiring companies. “Inspired you how, exactly?”

Which suggests to me that as brand-owners we need to be very careful about who we invite to bear witness on our behalf. Glowing reports from big names are all very well but if those names add only a dull or tarnished sheen to our shining examples, then we’re better off letting our work speak for itself.

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