Tag Archives: New Topics

Just One Word.


I just want to say one word to you. Just one word. Branding.

This is a re-written version of a very famous line from one of my favourite movies of all time, The Graduate (1967). In the original, Dustin Hoffman (whom you might know from the Meet the Fokkers movies, heavy sigh…) plays Benjamin Braddock, a recent university grad with no job or other plans for the future.

Benjamin is cornered at a poolside cocktail party by one of his parents’ friends, Mr. McGuire, who takes Ben aside to whisper The Secret to the future of technology and professional success. In the original, that word is “plastics.” Can a case be made that branding is as powerful an influence on business today as plastics were in the 1960s?