We are not Brands
A Rallying Cry by E.B. Kogan
The landscape has shifted, they say. The rules of the game have changed, they proclaim.
We are told that we are not doing enough to take control of our destiny. New tools have democratized the playing field so that you can now (supposedly) build a trillion dollar company in your garage by yourself. Build your brand. There’s no more excuses, they charge. But…
We are NOT brands.
Tech CEOs, myriad pundits, even your local social media influencer have, for some time, put the onus on you to “create your audience.” Build your brand into your own empire and carry your congregation with you. “Empower yourself,” they scold. This is somehow liberating. Years of experience working, collaborating, networking, connection-making get overlooked because you are now supposed to fashion your career this new way, or else.
Take on more roles. Do more work. Learn multiple new trades. The cavalry is not coming. It’s the future, they cheer. It’ll pay off, they declare. So, do more work than before. Since everything has changed, no one can be there to help you on your way up - it’s just not economically viable. “Just do it,” they absentmindedly cheer from a half-heartedly written email or AI generated social media post comment. You carry on, bruised and tattered but more determined than ever because…
We are not brands.
You dream, you envision, you toil. But where you’re headed is somewhere entirely different. A place where quantity is valued over quality. Where eyeballs are prized above hearts and minds. Where the company is valued more than the individual. You’ve helped inflate the stock shares, you’ve aided in disrupting the model, for sure. Just not for YOUR benefit. You are losing the information battle.
We are not brands.
To be clear, brands are not bad. They’re not the enemy. They are just not us. Monkeypaw is the brand. You know what you’re getting when you hear the name or see the logo. But Jordan Peele is a complex, multifaceted individual who can excel at both sketch comedy and award-winning horror cinema with social commentary. Bad Robot is the brand. But J.J. Abrams is a prolific writer/director/producer who redefined major franchises through command of mystery-driven narratives, emotional character development, and visually inventive storytelling. David Lynch was a singularity. Hayao Miyazaki is a master. Kafka, Varda, Tarkovsky, Kerouac, Le Guin were all unique souls whose success (some not in their lifetime) was the result of their individual talent as creatives. Because ultimately…
WE are not brands.
Brands cannot be authentic. We can be. Brands cannot be imperfect. But we, most definitely, are. We are messy, blemished, corrupt and flawed. We can be unpredictable, erratic, chaotic and maddening. We are also beautiful and inspiring. We are sympathetic and empathetic. We are energetic and empowering. We tell the stories of our hardship to inspire and lead by example. We overcome adversity sometimes alone and oftentimes with community.
Building a brand tends to erase the individual. There is no room for nuanced thought. Even if you build a brand based on yourself then you are not allowed any complexity and individuality. You have become something else.
We are not brands.
We are artists. We are storytellers. We are directors, writers and actors. We are illustrators and painters. We are cinematographers, set designers, prop makers and script supervisors. We are colorists, editors and special effects creators. We are cooks, caterers, waiters. We are grips, teamsters, gaffers and camera operators. We are human. We are individuals. We are off-brand. And we cannot be replicated.
Brands and individuals can co-exist. Just don’t sacrifice your humanity for the perceived success of what a brand is supposed to offer. And remember…
We are not brands.
Thank you, Ethan, for this insightful, enlightening piece! In the midst of it all, you have told a very important story.
Amen!