November 18, 2004
News & Opinion: The Decline of Brands
Branding has been appropriated as a distorted form of communication in which the company always assumes the position of power and is not necessarily required to either listen or respond to feedback. People are expected to sit quietly and listen; many react to this by tuning out much of what is said. Thus, they are developing a Brand Immune System: the reality is that people will only pay attention to your brand or your product when they actually need or want your product or service not before, and usually not after.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.