Debbie Millman Reviews Lucas Conley's book, Obsessive Branding Disorder II

The current discipline and practice of branding is both obsessively fascinating and shamelessly polarizing. Because our lives are so entwined with brands, it has become difficult to distinguish between our beliefs and our brand preferences. From Apple to Starbucks, from Rachel Ray to Tiger Woods, corporations and individuals alike are immersed in a brand ethos. As a result, branding has become one of the most significant influences on both public consciousness and the contemporary visual environment and it is a fiercely debated subject. Debbie Millman blogging at Design Observer

I've not read Lucas Conley's book but I can guess at its content. People are conflicted by the rising power of brands. But I also think people sometimes overstate this "new" power of brands as all powerful. Brands can't convince you a bad product or service is good. A brand is only as good as the fulfillment of the promise. Does a Nike product let you down? An Apple product? Starbucks? For me, not often if ever.

Of course, those corporations exercise total control over the experience. [Starbucks maybe less so. Is that airport Starbucks delivering on the promise? Maybe not...yet, in most cases, it's still the best experience at the airport! It's the only refuge in Salt Lake City, quick, friendly service, familiar quality. Denver? More options but still a refuge, topped only by Wolfgang Puck's and New Belgium Brewery - both "brand heavy" experiences that live up to their promise.]

So how do you brand a state, city or town? The experience is nearly impossible to control and the "clientele" (tourists) is infinitely diverse. Towns and cities have a shot. Las Vegas does it well. But wander too far off the strip and the brand promise starts to falter. And do the residents of Las Vegas embrace the brand promise?