Did you know that branding is dead?

Here I am for the past 20 plus years talking about the virtues of branding and now branding is rendered useless. Oh, back in the 50s, maybe it made sense to sell soap or toothpaste, but now?

In this video, I tell you about a recent purchase of mine that went from product recommendation straight to purchase. I didn't read anything about the brand. I didn't investigate the artisan craftspeople that put the product together. Or how it was engineered. I didn't care about the story. I didn't care where it was made. I just trusted my friend and bought it.

So here I am investing—or some might say wasting—my career as a brand coach. So, I ask you, why even bother with branding?

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About Greg Monaco:

I help people tell magnetic stories so they can attract the work they love.

If you see yourself as a lone wolf, an independent thinker, a unique creator, I can relate. I’ve run my own businesses for the past 20 years. Entrepreneur, brand strategist, and writer, I help big thinkers go bigger.

As a Brand Coach, I am committed to helping people and companies tell indelible stories. I work with authors, entrepreneurs, executives, and artists to refine their voices, build their presence, and foster magnetism.

My online network, Fearless Brands, is helping people in their pursuit of getting paid to do the work they love. If we do the work we love, we can light up the world.

Previously, I was a Founding Partner of Monaco Lange, an independent global brand consultancy, and was a Senior Copywriter at Ogilvy helping tell stories for clients like Girl Scouts of the USA, American Express, AT&T Wireless, SAP, and IBM to name a few.

You can see my ideas on Entrepreneur.com, Advertising Age, and Human Resources Executive. I also host branding and storytelling courses and workshops. Beyond branding, I have also enjoyed many pursuits: architectural photography, professional soccer, and filmmaking. I live in Connecticut with my wife, Jill, and our three children Aidan, Cameron, and Kylie.

Instagram: @letsgomonaco
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