Mark Earls suggests giving up the word “brand” for January.

Of course, “brand” is nice, it’s floppy and flexible, it makes you seem professional, it’s popular – it’s widely recognised in all kinds of circles – but is it really that useful?

Does it help as much as it seems to? Isn’t its ‘fatness’ – the many different things folk mean by ‘brand’ – actually a weakness? Is it perhaps more “phat” than just ‘fat’ – more about our relationship with our conversation partners than about the thing itself? [...]

We could just try to be clear what we mean by the shorthand…

I’m in…

Mis-used, over-used, misunderstood.

I think we might get along better for trying to work around it…