Whoa! Anatomy of a Violent Brand

What multinational is hard at work shaping its brand in a crowded, competitive global market? Catch the title of this op-ed in today’s Boston Globe: “Franchising Al Qaeda” with this highlighted sentence: “Carrying the brand name required bin Laden’s approval.”

It gave me pause. Branding is so powerful. It is at work – on purpose or by default - in any and every prominent name and organization. The dynamics are similar whatever the entity stands for. Rita Katz and Josh Deven, the authors, address some of these dynamics:

- “Al Qaeda needs to be sure that groups bearing its name operate in line with its long-term vision to protect its status as the leader of the global jihadist movement.” (Brand consistency)

- Al Qaeda’s “Zawahiri reminded Zarqawi, ‘that we are in a media battle in a race for the hearts and minds of our Ummah,’” referring to Al Qaeda’s objection to showing beheadings on tv and alienating possible supporters. Please note: the objection is not to the beheadings themselves. (Brand strategy)

So, is branding morality-agnostic? Al Qaeda’s brand is formed around its commitment to violent jihad. The violence isn’t just the shadow side of a brand based on activities that are otherwise known for constructing, building, improving, and benefiting. The violence IS the brand.

Thinking further, most brands – though outwardly presented in highly positive messaging and actually contributing to the common good - seem to have a shadow side. We’re talking about the environmental disasters, broken relationships, illegal activities, sex scandals, exploitative practices, and all activities and attributes that a brand desperately tries to hide.

In the era of Online Identity Management, brands will need to come to terms with their shadow side as well as their professed messages. There’s no place to run and no place to hide. Maybe this fact alone will serve as a curb to hidden violence against people, animals, the environment, and all humane values - while moving individuals and organizations towards more transparency and higher synchronicity between words and deeds.

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[Dan Schawbel]

A brand, whether good or bad, is someting that is built over time. The brand reflects interests, attitudes, values and goals by a select group of people under that brand.